Cannes Lions

The Design for Everyone Campaign



1 Bronze Cannes Lions
2 Shortlisted Cannes Lions
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Supporting Content
Supporting Content






RNIB are a charity set out to change perceptions and attitudes surrounding sight loss that negatively impact blind and partially sighted people, whilst driving tangible improvements that make their lives better.

One such area in desperate need of improvement is the lack of accessible design and information.

The world has not been designed for blind and partially sighted people who often have no choice but to ask other people for assistance, robbing them of their privacy, dignity and right to own their own information.

We needed to show the impact of inaccessible design and encourage change.


An awareness campaign wasn’t enough. To drive real change we needed to do something that the healthcare industry couldn’t ignore. So, to show the world that accessible design mattered- and prove it was possible - we created a prototype of the world’s first accessible pregnancy test.

Working in the same way as existing tests, we replaced screens with a mechanical output combined with a large tactile result area using raised nodules, allowing women to feel their results. The control was also tactile and moved to the underside for extra clarity. The top was brightly coloured for those with limited vision, and the chassis was redesigned to be easier to navigate by touch.

Then to help people understand the emotional impact of inaccessibility we supported the test with a film and provocative press radio and OOH campaign that dramatized the lack of privacy afforded to blind women when taking a test.


Our approach was rooted in our objective; we needed to get businesses to put accessibility first, and to do that, we needed to start a cultural conversation.

We knew that as such a powerful example of inaccessible design, the pregnancy test would be crucial in starting such conversations. The majority of people had never considered the devastating emotional implications of an inaccessible pregnancy test, and we knew that if we could highlight this injustice in mainstream media, that the public would be galvanised into amplifying our story.

And to add credibility to our voice and prototype, we also needed to target the experts: the design community.

Combining the power of these two audiences ensured the healthcare industry couldn’t ignore our message.


Our prototype of the first accessible pregnancy test allowed women to feel their results by touch. We replaced screens with a large tactile results pad that had used raised nodules to indicate a pregnancy, and a smaller tactile control area that was moved to the underside of the test for extra clarity.

With a bigger pad and chassis and ergonomic design, it was designed to be easier to navigate by touch. And it utilized bright colours in key areas for those with some vision.

We engaged mainstream media - who covered the story extensively despite a crowded Covid news-cycle - with separate press releases and spokespeople depending on the audience.

And, to demonstrate RNIB’s credibility as a partner and consultant in the accessible design process, we shared all of our research and results on our microsite, showing exactly how it could be done, and inspiring designers to step up.


Our campaign sparked conversations globally. We gained over 106 pieces of earned media - including primetime interview segments - with a 2.67 billion reader/viewership and we had a reach of 23.47 million on social media.

Together exposing the inequality that blind women face, by bringing the issue to the masses and inspiring future designers by landing the importance of inclusive design.

And most importantly, applying the needed public pressure to grab the attention of ClearBlue – the UK’s largest pregnancy test manufacturer – who are now in talks with RNIB about making an accessible test a reality.

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Shortlisted Cannes Lions




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