2015 Winners & Shortlists

Creative Execution

We built the first website in Sub-Saharan Africa that is fully accessible by the visually impaired. Due to gained brand affinity the corporate website witnessed a 50% rise in visitors from its former version. The website was hosting an incremental 20,000 new visits every day. The average duration per session increased by over 30% The video got over 1.2 million views on YouTube in just 5 weeks. The campaign so far has over 9.8 Million in Impressions 5.1 Million in Reach Featured in over 47 Blogs. In 5 weeks, 7 companies consulted with inAble about visual impairment compliance.

We put the video on the new website’s landing page. All links and ‘calls to action’ led to this page. We also made an ‘Open Your Eyes Kenya’ microsite that gave sighted users an experience of digital blindness. It was blacked out except for an introduction and the video. The microsite invited users to share the video to ‘open Kenyans’ eyes’. The more the video was shared, the more visible its contents became. The contents were shareable cards and images that had facts about challenges faced by the visually impaired. Once again users were encouraged to share the information to illuminate the issue. The campaign ran for 5 weeks.

Objectives: Highlight an innovation that made the website accessible to the persons with visual impairment Safaricom wanted to launch the website in a manner that would challenge conventional thinking while driving meaningful engagement. Build engagement; create awareness and strengthen brand affinity. Highlight Safaricom’s website’s unique features and set an example as a cultural and digital technologies leader. Insight and Strategy There are 1,000,000 Kenyans, who are visually impaired; 300,000 are totally blind. Visually impaired Kenyans are often considered invisible. The solution lay in the creation of the new website. Safaricom integrated accessibility of the website to the visually impaired. This would enable persons with visual impairments to improve their lives with the immense knowledge that would be available to them. Safaricom aimed at driving a shift in the perception and acknowledgement of the visually impaired by telling the story of the challenges a young girl named Susan faced because of digital darkness.