Shift 20 Initiative Launches Campaign For People With Visual Disabilities Via Special

Shift 20 Initiative Launches Campaign For People With Visual Disabilities Via Special
B&T Magazine
Edited by B&T Magazine

As part of the Shift 20 Initiative, Special and JCDecaux, unveiled an Out-of-Home braille campaign for AAMI, designed to empower individuals with low vision or blindness who read braille.

The Shift 20 Initiative, which launched last week, is a coalition of leading brands together with the Dylan Alcott Foundation, focused on increasing disability representation, inclusion and accessibility in Australian advertising and media. The initiative aims to help brands create marketing communications with diverse audiences in mind and encourages them to look for opportunities to make a shift.

Special partnered with JCDecaux on this groundbreaking Out-of-Home campaign concept as part of the Shift 20 launch, collaborating closely to develop this new approach to creative and production – and the hope is that more brands will apply approaches similar to this, in order to create more accessible communications and more broadly, have it become a universal medium for the vision impaired. These Out-of-Home signs units also aim to generate conversation around the issue of accessibility.

The braille inscriptions were written ​​in collaboration with Vision Australia, intended to describe both the visual elements of the creative, as well as the copy. To further enhance accessibility, the creative includes a QR code for the Shift 20 website for those who use text readers.

“As Australia’s largest personal insurer, we know how important it is to support diversity and inclusion and represent all Australians in our workforce and through our advertising campaigns,” said Mim Haysom, Suncorp Group’s EGM Brand & Customer Experience.

“Brands have been evolving the way they represent people in our community, but we can and need to do more to support all aspects of diversity and inclusion. Adapting how we deliver these campaigns to achieve greater accessibility is the next step and we’re very proud to be working with Special and JCDeceaux on this Australian-first initiative.”

Says Peter Cvetkovski, creative director at Special: “Accessible communication is not only essential for inclusion but also for building connections with your audience, especially given that almost 4.5 million Australians have some form of disability. Furthermore, it’s important to note that creating accessible advertising is not just about changing how we communicate, but seamlessly integrating accessibility into our everyday lives.”

Lama Perrin, group manager creative & digital solutions, JCDecaux said: “This collaboration between JCDecaux, the Dylan Alcott Foundation’s Shift 20 Initiative and Special highlights the path to inclusivity in Australian advertising with the launch of an Australian-first Out-of-Home braille campaign for AAMI. Together, we’re not just creating ads; we’re creating accessibility and changing the narrative.”

Special created units for both the Shift 20 initiative and AAMI rolling out across Melbourne and Sydney. The AAMI Out-of-Home unit introduces Lara Nakhle – Singer Songwriter who is herself blind – as the new voice of the ‘Lucky You’re With AAMI’ jingle (Lara also appears in the AAMI commercial, as the new AAMI woman).

The Out-of-Home campaign will be displayed in Melbourne and Sydney at various locations throughout September and October.

The braille boards are printed on a high-quality Composite Panel, which can withstand all types of weather conditions and resist warping in the sun. The braille is created using Relief Printing, a process that applies hundreds of layers of ink, adding small percentages at a time, gradually building up the raised braille dots, which is applied on top of the existing creative.



Agency: Special Australia

Partner/CEO: Lindsey Evans

Partners/CCO: Julian Schreiber & Tom Martin

Partner/CSO: Bec Stambanis

Partner/CSO: Dave Hartmann

Executive Creative Director: Ryan Fitzgerald

Creative Director/Creative: Adam Ferrie

Creative Director/Creative: Peter Cvetkovski

Copywriter: Shaun McFarlane

Art Director: Bella Plush

Managing Director, Melbourne: Sarah Raine

Managing Director, Special PR: Alex Bryant

Senior Business Director: Felicity Touzeau

Business Director: Priya  Addams Williams

Business Director: Nick Darrigan

Creative Strategist: Kate Wilkinson

Lead Producer: Charlotte Wren

Head of Stills Production: Nick Lilley

Head Of Design: Adam Shear

Finished Art: John Rivera

Comms Strategy Director: Georgia Thomas


PHD Australia

Managing Director: Simon Lawson

Business Director: Joey Graham

Account Executive: Ben Williams

SEO: James Hanley

Programmatic: Jethro Pacquing & Riana Adams

Omnicom Media Group

Chief Executive Officer: Peter Horgan


Group Manager Creative & Digital Solutions, Lama Perrin

Account Manager, Kristian Muhllechner

Account Manager, Alec Howat



Lara Nakhle – AAMI


Printer – Grand Print Services

Please login with linkedin to comment

Latest News

Limited Tickets Still Available For First Ever Industry Pantomime
  • Advertising

Limited Tickets Still Available For First Ever Industry Pantomime

With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]

Palin Communications joins GlobalCom PR Network
  • Marketing

Palin Communications joins GlobalCom PR Network

Specialist Australian health PR agency, Palin Communications, has joined GlobalCom PR Network with a view to delivering meaningful, consistent, impactful, global health campaigns across a range of countries and regions.

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore
  • Marketing

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore

2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]

New Years Eve fireworks
  • Marketing

National Breast Cancer Foundation Announced as Charity Partner For NYE Sydney

The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”
  • Campaigns

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”

This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]

Reddit Updates Conversation Placement Ads Formats
  • Technology

Reddit Updates Conversation Placement Ads Formats

Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]

Full Throttle Into 2024: Announces 12 New Products In 2024 Upfronts
  • Media

Full Throttle Into 2024: Announces 12 New Products In 2024 Upfronts

Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]