Always Read the Label

Hill+Knowlton Strategies

Client: Haleon

Helping people access vital information on their products was one of the first initiatives from Haleon, a global leader in consumer health, to make everyday health more inclusive.

93% of visually impaired people said they don’t feel health products are accessible enough and almost 1 in 5 have taken the wrong dosage as they couldn’t read the packaging effectively* Thus, on World Sight Day, Haleon and Microsoft joined forces to enable Seeing AI to narrate 100s of leading health and wellbeing product labels from Haleon such as Panadol, Centrum and Sensodyne simply by scanning the barcode using the mobile app. The “Always read the label, even if you can’t” campaign needed to resonate with both sighted and visually impaired audiences. Enabling people to hear the news via audio-first content and targeting audio media was key to this. An audio press release helped engage blind journalists, whilst video content and a podcast featuring blind personalities told the human story behind the news. To build community advocacy, the Royal National Institute for the Blind (RNIB) were engaged to trial the app, be spokespeople and deliver the news across their social media, podcast and radio channels. The campaign generated an audio reach of over 500 million across radio, TV and online media and 1000s of new users downloaded the Seeing AI App empowering them to better manage their own everyday health. *according to a survey commissioned by Haleon.