Case Study: Guide Dogs NSW/ACT raises awareness of online accessibility barriers with Keep Left

Guide Dogs NSW/ACT sparks 103 PR hits and 18.7M reach with Keep Left

Guide Dogs NSW/ACT faced the challenge of raising awareness about the inaccessibility of online shopping for people with low vision or blindness, as less than 4% of e-commerce stores are accessible. Vague product descriptions on most websites make it difficult for this community to shop online, a problem exacerbated during major sales events like Black Friday.

The vendor, Keep Left, created an immersive pop-up experience called Blackout Friday. This store sold pre-loved items hidden in black packaging with limited descriptions, mirroring the online shopping challenge for sighted shoppers. The campaign generated 103 PR hits with a reach of 18.7 million and significant online buzz, successfully sparking meaningful conversation about digital accessibility.

Guide Dogs NSW/ACT