Mastercard Turns Stories of Vision into Inspiration with 'Op Gevoel'

More than 300,000 people in the Netherlands live with a visual impairment. For them, the world is not always equally accessible. That’s why, on international World Sight Day and during the Dutch Week of Accessibility, Mastercard has launched 'Op Gevoel' ('By Feel'): a combined vodcast and sensory out-of-home experience that together reveal the power and inspiration in stories of people who turn limitations into possibilities. It’s powered by the belief 'a world designed for all of us: priceless'. The campaign was developed by FCB Amsterdam and the vodcast was created by The Podcast Tailor in co-creation with blind and partially sighted makers.

Communication you can feel and hear

At the heart of the campaign is the 'Op Gevoel' vodcast, hosted by Dutch journalist and presenter Malou Petter, about living an unlimited life with a visual impairment. In each episode, guests - from a judge to a fashion designer, from an artist to a mountaineer - share how they live boldly with a visual impairment.

'Op Gevoel' goes beyond audio: during launch week a tactile and audible out-of-home experience appears across the country. Passers-by can feel the distinctive notch of the Mastercard Touch Card and, via a sound shower, step into the worlds of the vodcast guests through 8D audio scenes drawn from the episodes.

“With ‘Op Gevoel’ we show that inclusion isn’t an abstract concept, but a prerequisite for a society in which everyone can truly thrive”, said Roxanne Pinckers, director of marketing and communications Netherlands at Mastercard. “The Mastercard Touch Card is a concrete example of that, but the real power lies in the personal stories that inspire us to build a world without barriers, one that’s designed for everyone. That, to us, is priceless.”

Co-created with blind and partially sighted makers

Like the Mastercard Touch Card itself, the vodcast and campaign were developed in co-creation with blind and partially sighted makers, from composition and photography to script and audio editing. Two sensitivity advisors were also involved. The card was co-created with people who are blind or partially sighted and tested with the UK’s Royal National Institute of Blind People, the US organisation VISIONS, and the Dutch Oogvereniging (Eye Association).

“The Mastercard Touch Card is a great way to distinguish different cards in your wallet, even if you have a visual impairment. It supports an inclusive society in which managing your finances simply and independently becomes the norm for everyone”, said Monique Verboeket of the Oogvereniging.

Nationwide rollout

The campaign coincides with the nationwide rollout of the Mastercard Touch Card under the banner 'Herken je op gevoel' ('You recognise it by touch'). Through partners ING, ICS, Nationale-Nederlanden, Rabobank, Ovpay and ABN AMRO, people in the Netherlands can access the Mastercard Touch Card as a debit card, credit card and public transport card.