Case Study: CNIB boosts braille literacy awareness with Citizen Relations' Braille Nails campaign

CNIB boosts braille literacy buzz by 80% with Citizen Relations

The Canadian National Institute for the Blind (CNIB) faced the challenge of declining braille literacy and cultural relevance among younger demographics. With only one in ten blind individuals able to read braille, CNIB partnered with the vendor Citizen Relations to reverse this trend and make the tactile language culturally significant again.

Citizen Relations implemented the "Braille Nails" campaign, training over 500 nail technicians to apply custom braille manicures. This solution led to 17,304 nails being styled, sparked an 80% increase in social media conversations about braille literacy, and achieved 100% coverage from Canadian broadcasters, successfully putting braille back into the public eye.

Canadian National Institute for the Blind (cnib)