Sight and Sound Technology marks 200 years of braille

The brief

The company wanted to celebrate the bicentenary of braille. It also wanted to show how refreshable braille devices give users access to far more content.

The angle

Our argument was that braille still matters in an age of audio and screen readers. Of the 322,638 people registered blind in the UK, only 7% read it. The RNIB also expects sight loss to rise by 27% by 2035. An anniversary with a real debate attached gives a presenter a proper interview rather than a passing mention.

On air

The chief executive spoke alongside the company's head of digital content, who has read braille all their life.

The result

The campaign produced 10 items and 1 hour 21 minutes on air, reaching 6.8 million. BBC Radio 5 Live led the coverage, with BBC Radio Essex, BBC Radio Norfolk and BBC Radio Three Counties also taking it.

Coverage highlights

• BBC Radio 5 LiveBBC radio
• BBC Radio EssexBBC radio
• BBC Radio NorfolkBBC radio
• BBC Radio Hereford and WorcesterBBC radio
• BBC Radio Three CountiesBBC radio
• BBC Radio ShropshireBBC radio
• BBC Radio NorthamptonBBC radio
• BBC Radio SuffolkBBC radio
• BBC Radio CambridgeshireBBC radio

What the budget bought

Figures from the campaign's Relations Group coverage report.