An outdoor campaign for blind or partially-sighted customers is a first for Australia.

The campaign for insurer AAMI is part of the Shift 20 Initiative spearheaded by the Dylan Alcott Foundation, and will see a coalition of leading brands focus on increasing disability representation, inclusion and accessibility in advertising and media.

The creative was handled by Special, with units for both the Shift 20 initiative and AAMI rolling out across Melbourne and Sydney.

Shift 20 Initiative - Braille OOH Production from Special Group on Vimeo.

The Braille billboards are printed using multiple-coat relief printing on composite panel capable of withstanding all types of weather conditions and resisting warping in the sun.

“The braille is created using ‘relief printing’, a process that applies hundreds of layers of ink, adding small percentages at a time, gradually building up the raised braille dots, which is applied on top of the existing creative,” Special creative director Peter Cvetkovski explained.

Working in partnership with JCDecaux, the campaign uses inscriptions written with Vision Australia, and intended to describe both the visual elements of the creative, as well as the copy.

Mim Haysom, Suncorp Group’s EGM brand and customer experience, said brands have been evolving the way they represent people, “but we can and need to do more to support all aspects of diversity and inclusion.

“Adapting how we deliver these campaigns to achieve greater accessibility is the next step and we’re very proud to be working with Special and JCDeceaux on this Australian-first initiative.”