For the 2.2 billion partially sighted and blind people in the world, telling payment cards apart is a daily struggle. Especially after so many banks have removed embossing, the one tactile thing marking the difference between a credit, debit, or prepaid card.

Mastercard has always been committed to standing against inequity by being an agent for change. So we asked ourselves, how can we provide a greater sense of security, inclusivity and independence to partially sighted people around the world?

Working with several leaders in accessibility – including The Royal National Institute of Blind People (RNIB) and VISIONS, we invented the Touch Card. An accessible system of payment cards with cutout notches that allow anyone to identify their credit, debit, and prepaid cards with just a touch. So low vision cardholders can shop without a daily reminder that the world was not designed for them.

The core idea and mission of the Touch Card campaign is summed up in our tagline, “A world designed for all of us, is Priceless.”

Not only did the Touch Card introduce a new standard for financial inclusion, our 360° campaign reinvented the way we use a wide range of advertising media to reach our demographic on their terms. Our goal was to get the Touch Card into the hands of those who need it most – and to show the world what was possible when designing a campaign for the partially sighted and blind.

The innovative solutions we developed are applicable far beyond the Touch Card campaign – and designed to make all future communications and retail environments more accessible for low vision people everywhere.

Every part of our campaign was vetted extensively and endorsed by The Royal National Institute of Blind People, VISIONS, and accessible design leader, IDEMIA.

For the 2.2 billion partially sighted or blind people in the world, a lack of accessible payment options means a lack of financial independence.

Things like Identifying their payment cards, using point-of-service terminals and ATMs, and accessing account information online are all daily struggles.

We realized this needed to change – and we needed to design with accessibility in mind, so everyone can benefit from the ease and security of a digital world.

But we also learned that approximately 90% of the blind and partially sighted don’t know how to read braille – which reinforced the need to find simple solutions, without the need for major education.

The Touch Card created a new standard for accessibility, with a system of notches that allows anyone to tell their payment cards apart with just a touch.

The card is designed to work with all point-of-sale terminals, ATMs and card integrations, so it can be deployed at a global scale. The signature notches are positioned opposite the chip – not only to indicate which way to insert the card – but to ensure the notches do not interfere with the inner-wiring of any card, anywhere in the world.

And how did we get this invaluable tool into the hands of the low vision community, when most media isn’t designed for them?

We found new ways to hack advertising media to talk to low-vision people, invented in-store tools that made their shopping experience more accessible and redesigned the entire cardholder experience around sound and touch.

The response we’ve received from the blind and partially sighted community has been overwhelmingly positive. Several community leaders and influencers have applauded Mastercard for its ability to listen and respond quickly with real, tangible solutions. Every day, we see demand for the Touch Card growing online and across social.

We’re hopeful that this new standard will create a more inclusive world for an often overlooked community, and sheds further light on the importance of accessibility in the financial space and beyond. And with our growing list of issuers, we’re optimistic that one day soon, every card will be a Touch Card. So everyone, of all abilities, can benefit from this accessible payment system.

? Reach

? Engagement

? Impact

? Sales

? Achievement against business target