Marketing Mastercard’s inclusive ‘touch cards’ with AD for the blind and visually-impaired

May 9, 2023

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Continuing their efforts to be more inclusive, in 2022, Mastercard launched a new advertising campaign targeting blind and visually-impaired individuals to promote its “Touch Cards” products.  The bank cards have unique notches that allow for tactile recognition, with square notches for credit cards, rounded notches for debit cards, and triangular notches for prepaid cards.

The TV ad, created by McCann New York, features a blind woman on her way to grab a coffee from a local café – she pays the barista using her Touch Card from Mastercard. The ad includes an audio description voice over narration to make the ad accessible to those with vision impairments.

The ad campaign, aired in the US on channels such as Hulu, Discovery, and Food Network, marked the first time Mastercard’s “Priceless” campaign targeted this community. The creative makes use of spotlights and blacked-out backgrounds to illustrate the woman’s experience as she makes her way to the café, beautifully highlighting the importance of not only inclusive product design but access services like audio description as well.

The TV ad, created by McCann New York, features a blind woman on her way to grab a coffee from a local café – she pays the barista using her Touch Card from Mastercard. The ad includes an audio description voice over narration to make the ad accessible to those with vision impairments.

The ad campaign, aired in the US on channels such as Hulu, Discovery, and Food Network, marked the first time Mastercard’s “Priceless” campaign targeted this community. The creative makes use of spotlights and blacked-out backgrounds to illustrate the woman’s experience as she makes her way to the café, beautifully highlighting the importance of not only inclusive product design but access services like audio description as well.