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 Mastercard Touch Card campaign is reflected 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, retail experiences and environments more accessible for low vision people everywhere.

With every part of the Touch Card campaign, we took a leap forward in showing the world what was possible when designing a campaign for the partially sighted and blind.

Our film, “Spotlight,” put audio descriptions at the center of the film, instead of making them an afterthought. Our online ads and social posts contained hidden messages that could only be recognized by screen readers for the first time. Our direct mailer spoke when our new cardholders opened it. Our point of sale innovation helped low vision people locate the card reader. And our radio used 3D Dolby Atmos to demonstrate the Touch Card in an everyday environment our demographic could relate to.

All so we could get the Touch Card into the hands of those who needed it the most, and create an experience that made them feel included, empowered and engaged.

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.

Our accessible film “Spotlight” garnered almost 100MM impressions across TV and OLV, showcasing how audio descriptions can be used as an elevated storytelling device.

Our radio ad accumulated over a million impressions, giving people an experience that was fully accessible to those who were blind and partially sighted and was fully immersive for everyone else.

Our banner and social ads, designed to be read by screen-readers, garnered 11MM impressions.

Our expectation is 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.