Metro and the Royal National Institute of Blind People (RNIB) have joined forces to create the first ever braille cover of a national newspaper.
The collaboration is part of RNIB’s ‘Letter from Santa’ Christmas campaign, which helps children with visual impairments see Christmas differently.
Metro will distribute 15,000 special editions across nine central London locations.
The cover wrap will be a braille message for blind or partially sighted people highlighting that we are some way from a truly accessible world.
The inside cover will include a QR code where readers can find out more about how people who are blind or partially sighted see things differently and learn what the braille cover says.
Grant Woodthorpe, executive director of investment at Mail Metro Media, said: “Innovation and creativity have always been at the heart of Metro and now more than ever, inclusion is also a top priority.”
The media first was brokered by John Ayling & Associates, with the creative managed by The Good Agency.
This partnership subsequently won the Chair’s Award at The Newsworks Awards in 2022. You can read the full case study here.
