Capabilities_

&Creative

RNIB: Pregnancy Test

Project_Objective

Recognising the inaccessibility of pregnancy tests for blind women, a campaign was launched to address this critical gap in healthcare. Rather than simply raising awareness, the initiative developed a functional prototype of an accessible pregnancy test, allowing users to feel the results privately. The design was then open-sourced, encouraging industry adoption.

A multi-faceted campaign amplified the message, using print, PR, and radio to highlight the compromised privacy blind women face. The campaign dramatised the issue by making the typically private information shared during pregnancy tests strikingly public. Targeted outreach to designers, businesses, and the public further broadened the message's reach. A real-time newsroom approach maximised social media engagement and awareness.

The campaign achieved significant impact, winning a Cannes Glass Lion for Change and prompting the RNIB to collaborate with ClearBlue to bring the accessible pregnancy test to market. The campaign generated 23.7 million social media impressions, 105 pieces of earned media coverage, and reached an estimated audience of 2.67 billion. This initiative successfully demonstrated the feasibility of accessible design and spurred meaningful change within the healthcare industry.

Poster saying "Amy had a one night stand" on a pink background

Poster saying "Patti is having sex again" on a yellow background.

Challenge_

Over 5 million pregnancy tests are sold each year in the UK, but not one is accessible to blind women. Everyone has the right to privacy when learning if they’re pregnant. A lack of accessible pregnancy tests rob women of that privacy and dignity.

Watch the case study film [02:13]

solution_

Raising awareness wasn’t going to be enough…we needed to do something that forced the healthcare industry to listen.

So, to prove change was possible we created a genuine accessible pregnancy test prototype that allowed women to feel their results, then released the designs open-source to the world.

We amplified the idea with a print, PR and radio campaign that dramatised the lack of privacy afforded to blind women when taking a test, by making the private sexual information they are forced to share as public as can be.

We also targeted designers, businesses and the public with bespoke press releases and targeted media spaces.

All supported by a newsroom approach set up in our offices, resharing social interactions to spread awareness in real time.