Russia is a tough place for blind people. The government doesn't do much to improve it and people are not aware of the problem. We created a game for people to play while blinded - albeit momentarily - to discover what it's like to get around the city. The objective? Change the perception of blindness. The challenge? Communicating what it means to be blind.

Launch the campaign
Published
March 2013
Topics

The Story

Russia is a tough place for blind people. The government doesn't do much to improve it and people are not aware of the problem. We created a game for people to play while blinded - albeit momentarily - to discover what it's like to get around the city. The objective? Change the perception of blindness. The challenge? Communicating what it means to be blind.

Our strategy was to collect ideas on how to make the life of blind people in Russia better and call people to action. Envelopes with black bandages and the suggestion to go out and feel the world like a blind person were sent to the people connected with creative work.

The Results

By creating a virtual environment where everyone can experience the world blind children live in, we aroused the real emotions and sympathy in people to the problem of blind. There were 25,000 visitors, the campaign was featured in 187 publications around the world, it collected more than 200 ideas and thousands of shares on Facebook, Twitter, Vkontakte Positive PR with 50% direct traffic. And all these results with zero dollars spent on promotion.

10

team members working on this project

10K

total cups of coffee drank

Launch Date Sept. 28, 2012