To mark World Sight Day and the Dutch Week of Accessibility, Mastercard has launched an innovative campaign in the Netherlands called “Op Gevoel” (“By Feel”). Developed by FCB Amsterdam, the campaign combines a vodcast and a sensory out-of-home experience, highlighting the inspiring stories of blind and partially sighted individuals who turn their limitations into strengths.
Anchored in Mastercard’s belief that “a world designed for all of us is priceless,” the initiative blends creativity, empathy, and technology to raise awareness about accessibility and inclusion.
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. Each episode features a different guest — from a judge to a mountaineer, an artist to a fashion designer — all of whom share their experiences of living boldly with visual impairment.
But the campaign extends beyond sound. During the launch week, Mastercard introduced a tactile and auditory out-of-home experience across the Netherlands. Passers-by can physically feel the Mastercard Touch Card’s distinctive notch and immerse themselves in 8D audio soundscapes that recreate moments from the vodcast episodes — offering a truly multi-sensory experience designed to promote empathy and understanding.
Inclusion at the Core
“With Op Gevoel, we’re showing that inclusion isn’t an abstract concept — it’s a prerequisite for a society in which everyone can thrive,” said Roxanne Pinckers, Director of Marketing and Communications at Mastercard Netherlands. “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 barrier-free world. That, to us, is priceless.”
Like the Mastercard Touch Card itself, both the vodcast and the campaign were co-created with blind and partially sighted creators — from the composition and photography to the scripting and audio editing. Two sensitivity consultants also participated throughout the process to ensure accuracy, authenticity, and representation.
The Touch Card was developed in collaboration with the Royal National Institute of Blind People (UK), VISIONS (US), and the Oogvereniging (Dutch Eye Association), and designed to help users easily distinguish between debit, credit, and prepaid cards through a simple tactile notch system.
A Nationwide Rollout
The campaign coincides with the nationwide rollout of the Mastercard Touch Card in the Netherlands under the banner “Herken je op gevoel” (“Recognize it by touch”). In partnership with ING, ICS, Rabobank, Nationale-Nederlanden, Ovpay, and ABN AMRO, Mastercard is introducing the card as part of its mission to make financial tools accessible to everyone, regardless of ability.
According to Monique Verboeket of the Oogvereniging, the initiative marks a significant step forward for inclusion: “The Mastercard Touch Card makes it easy for people with visual impairments to manage their finances independently. It’s a tangible example of how an inclusive society can empower everyone to live freely and confidently.”
Through “Op Gevoel,” Mastercard demonstrates how communication can be both felt and heard, using sensory storytelling to promote empathy and a more accessible world — one designed for all.
