This campaign is all about accessibility. Demonstrating that the beauty of words can paint a picture for the blind and partially sighted. But without Alt Text, or well written Alt Text, 2.2 billion blind and partially sighted people will never get to experience images in a way the sighted have. Even though this was aimed at the sighted, we used the latest NaviLens QR code technology, which can be picked up by blind and partially sighted people from a 100 metres away and in 0.3 seconds, without having to scan it. The campaign was verified accessible by the client - the Royal National Institute for Blind people.