objective: to change the perception of blindness challenge: to communicate how it feels to be blind concept: To give people an opportunity to experience what it is like to be blind by themselves We created a game for people to play blindfolded – although temporarily – to find what it’s like to get around the city
to give everyone an opportunity to experience what the world feels like in the dark. strategy: to collect ideas on how to make the life of blind people in Russia better call people to action 1. Envelopes with black bandages and a call to go out and experience the world like a blind person does were sent to the people connected with creative work. 2. a virtual environment was created, where everyone could experience the world blind childern live in. To attract more attention of the chief creative officers and editors of the leading media to the issue we sent black bandages with a proposal to try and use it performing the most ordinary daily activities.
The awareness campaign (you are blind) was directed to the creative people, to make them experience how it is to be blind in Russia and motivate them to provide essential solutions.
$ 0 spent on promotion
35 thousand visitors
180 publications in the media all over the world
200 ideas from around the world (the first one is already in implementation)
Positive PR. 50% direct traffic.