Haleon x Microsoft's medicinal musical

On World Sight Day, Haleon and Microsoft launched an app which uses Artificial Intelligence technology to narrates the labels of health products, aiming to make them more accessible for consumers with visual impairments and literacy difficulties.

The brand teamed up with creative agency Grey to create an audio-first, animated campaign through Nexus Studios, with a lighthearted song and playful characters to announce the collaboration’s launch. 

In the sixty second spot, well-known Haleon healthcare products come to life, framed within an informative song that aims to raise awareness of the difficulties those who can’t read labels face, and promote the AI software as a solution. The campaign is centred around the song and its message, ensuring it was inclusive of the community the product is primarily aimed at. 

The campaign was directed by Conor Finnegan, with live-action direction from Adam Morse, an international award-winning filmmaker from London who is registered as blind. Morse's involvement was key to ensure that the creative would resonate with the blind and partially sighted community.