Mastercard has released a series of ‘Touch Cards’ with distinct notches on the top to help the blind and visually impaired distinguish between different types of cards.
Designed with accessibility in mind, the cards consist of a square notch for credit, round notch for debit, and triangular notch for prepaid, so that they can be identified with just a touch.
This accessible system of payment is a first-of-its-kind standard for blind people and has been endorsed by The Royal National Institute of Blind People (RNIB) in the UK, and VISIONS/Services for the Blind and Visually Impaired in the US.
To introduce the Touch Card, McCann New York has come up with an evocative ad titled ‘Spotlight’ that is as accessible as the card itself. The 80-second commercial is narrated with audio descriptions for the blind, and features actress Marilee Talkington, who is legally blind herself. Watch below.
Agency – McCann New York
Chief Creative Officer – Pierre Lipton
Executive Creative Director – Caprice Yu
SVP Group Creative Directors – Ryan Paulson & Chad Baker
SVP Group Creative Directors – Ethan Schmidt & Pebble Goh
VP Creative Directors – Caro Rebello & Artur Lipori
Head of Production – Aaron Kovan
SVP Executive Producer – Judi Nierman
Producer – Liz O’Connor
Director – Fredrik Bond, MJZ
Founder/Editor – Jason MacDonald, NO6
Assistant Editor – Riley Donigan
Head of Production – Laura Molinaro
Music – JSM
Post Production/VFX – MPC
Sound Design – Henryboy
Audio Post Production – Heard City
Touch Card developed by IDEMIA.
It’s fitting to say that this campaign and product innovation is definitely a ‘notch’ above the rest. What do you think? Share this post with a friend and voice your views in the comments below.