Braille Coverwrap

Client: RNIB

On International Day of Disabled People in December 2021, Metro teamed up with the Royal National Institute of Blind People to deliver the UK’s first ever Braille front cover of a national newspaper.

15,000 copies of the special edition paper were distributed in commuter hubs in London that morning, enabling blind and partially sighted people the opportunity to learn about its Letters from Santa campaign and immersing regular readers in the blind community. With innovation and creativity always at the heart of Metro, inclusion is also a top priority – this led to the UK’s largest national daily newspaper once again pushing print boundaries to raise awareness of a worthy cause and ultimately lead the charge to creating a more accessible society. Exceeding all of RNIB's objectives, this campaign was praised widely for embracing an audience usually unrepresented in print media.