What's In Store for the RNIB?

Royal National Institute of Blind People – What's In Store

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Agency The&Partnership/London
Production Company Alumina Studios (In-House The&Partnership/London)
Director Jonty Toosey

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Credits

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Agency The&Partnership/London
Production Company Alumina Studios (In-House The&Partnership/London)
Director Jonty Toosey
Executive Creative Director Micky Tudor
Executive Creative Director Yan Elliott
Creative Helen Rogerson
Creative Adam Jackson / UK
Creative Ted Price

Head of Integrated Production Charles Crisp
Head of Art Marc Donaldson
Producer Richard Grisman

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Oftentimes, it's not enough to just tell people about a problem, they need to experience it for themselves to understand.

Such is the thinking behind this clever stunt from Royal National Institute of Blind People (RNIB) and The&Partnership, in which a pop-up store was opened in August to highlight the issue of inaccessible packaging and the impact it has on people with sight loss.

Caught for posterity by Jonty Toosey, What's In Store used hidden cameras to see people’s reactions when confronted with inaccessibility first-hand, while the shopkeeper revealed that this is often the reality for people with sight loss when they are out shopping or want to buy food on the go.

As part of the campaign, The&Partnership designed bespoke products with vague packaging to highlight specific issues. For example, the ‘Can’t guarantee it’s not gluten’ biscuits by ‘Unhappy Shopper’ demonstrate the serious issue blind and partially sighted people with Coeliac disease have – knowing whether a product contains gluten is crucial for them but often not possible due to inaccessible packaging. Imagery of this bespoke product range will feature in press adverts and advertorials, as well as being live across social channels.

“Tackling the issue of inaccessible design is an ongoing mission for both us and RNIB," comments Yan Elliott, Joint Executive Creative Director at The&Partnership. "Our most recent Design for Everyone campaign highlighted the lack of privacy caused by inaccessible pregnancy tests.

"In this next iteration of the campaign, we are literally bringing to life the issues blind and partially sighted people face just doing the weekly shop. We hope the campaign encourages businesses to work with RNIB to find solutions for their products as there are many technologies and tools out there that can help make packaging accessible for everyone.”