creative_adsMaltesers - Braille billboard.
Maltesers has launched a billboard in London written entirely in Braille as it continues its efforts to better represent disability in advertising.
The poster comes after the Mars brand released three TV ads featuring disabled actors during the Rio Paralympics in September. The spots won a Channel 4 competition awarding £1m in airtime to the best creative idea featuring disabled people. One of those, about a deaf woman whose hearing aid is swallowed by a dog, aired for the first time using British Sign Language and no subtitles.
The new ad is made of Braille, the tactile writing system used by visually-impaired people, with the dots formed of model-made Maltesers. The poster marking World Braille Day will be accessible for everyone through a combination of audio description and a translation on Maltesers UK’s Facebook page.
The Braille translation reads: "Caught a fast bus once – turns out it was a fire engine." The JCDecaux billboard will run in Farringdon from today until 15 January.
Like the previous TV ads, the poster is part of Maltesers’ "Look on the light side" campaign, which launched in summer 2015. It was inspired by a true story from a focus group led by Maltesers and disability charity Scope.
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- elizabeth_bresshave a wonderful day
- putrinadiahmadBrilliant idea
- taoofdogsVery cool!
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