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Mediatel News Staff 

UK's first outdoor ads for colour-blind people launch

UK's first outdoor ads for colour-blind people launch

A specialist eyewear brand has claimed to have launched the first ever outdoor ad campaign that is tailored specifically for colour-blind people.

US brand EnChroma, which makes specialist glasses, launched posters on the Tube network in London on 18 November in order to target 381,000 people in the capital who are affected by colour blindness.

The creative makes use of common colour confusions, such as the inability to distinguish red from green, which mean that those afflicted can not see Christmas characters such as Santa Claus, Rudolph the red-nosed reindeer, or beer in the ads.

The ads were created in partnership with Global and have been placed at major Tube stations including King's Cross, Victoria, Waterloo, Euston and Liverpool Street.

Colour blindness affects one in 12 men (8%) and one in 200 women (.5%); 350 million people worldwide, almost three million in the United Kingdom and 381,000 in London alone.

While people with normal colour vision see over one million shades of colour, those with colour vision deficiency (CVD) only see an estimated 10% of hues and shades. Common colour confusions include green and yellow, gray and pink, purple and blue, and red can appear brown (see images below).

Mediatel operate two essential services for the OOH industry. SPACE is a collaboration between IPAO and Outsmart and is the most comprehensive and up-to-date list of inventory in the UK. The RouteAPI is a SaaS solution that enables easy integration of Route audience data into client's systems. See mediatel.co.uk for more information.

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