Haleon, the consumer healthcare company, is paving the way to improve accessibility for people who are blind or visually impaired by making their packaging information more accessible. Haleon has collaborated with Microsoft to utilise their Seeing AI App, a free mobile app that can audibly describe the world for the blind and low-vision community. Users across the UK and US can scan the QR code on the product packaging and hear detailed information such as the product name, ingredients and usage instructions for over 1500+ products from brands such as Sensodyne, Aquafresh and Centrum.
Product packaging information can be difficult for visually impaired people to read. Therefore, this collaboration is making packaging more accessible for everyone and promoting health inclusivity. By becoming more disability inclusive, brands have the opportunity to appeal to a more extensive customer base.
In the UK, 1 in 5 individuals of working age are disabled, which is a significant portion of the population to ignore, especially given today’s current climate. Disability inclusion activist Caroline Casey states that brands inclusive of disabilities will be the real winners of the future economy. However, most brands fail to recognise this opportunity for brand innovation. Haleon is a leading example of how disability inclusivity is the future for brands.
This is a great example of two things:
- A brand owner using its scale and resources to do the right thing. This uses technology to help solve a relevant problem/need. This makes it easier for everyone, but especially people for whom the original format, a leaflet, was unsuitable, to find the important information they need to use medical products safely and effectively.
- It enables Haleon to show category leadership, with a halo effect on their brands, through doing it ahead of the pack. So, it is inclusive and brand innovative. It is important to note that Haleon is also consistent. If you look across its portfolio there are many examples of their brands prioritising diversity and inclusion in their marketing.
This is a great practical example of how it can be a key aspect of brand building, category development and corporate strategy.
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