To introduce Mastercard’s Touch Card, the first of its kind accessible payment card system for blind and partially-sighted people, the brand has partnered with McCann to launch “Spotlight,” a cinematic film that poignantly captures a day in the life of a blind woman. In designing the film to be as accessible as the card itself, the campaign further educates the general public on the challenges faced by blind and partially-sighted people.
By using audio descriptions as an elevated storytelling device, the film provides viewers with a rare glimpse into the everyday life of our partially-sighted protagonist, played by award-winning actor, creative, and disability activist Marilee Talkington. Through a technique and storyline that uniquely shatters stereotypes, “Spotlight” normalizes individuals who are partially-sighted or blind and demonstrates how a simple, yet profound innovation like the Touch Card can empower individuals from this community.
The film – which was born out of an extensive collaboration with the partially-sighted and blind community as well as several authorities in the field including VISIONS and the Royal National Institute of Blind People (RNIB) – represents a pivotal moment for Mastercard as the brand strives to become relevant and accessible to a whole new demographic.
“The Touch Card is Mastercard‘s next step towards promoting inclusivity at scale. By innovating with accessibility in mind, we strive to provide equal opportunity for all to benefit from the ease and security of a digital world,“ said Raja Rajamannar, Chief Marketing & Communications Officer and President of Healthcare, Mastercard.
Read more in Ad Age…