#BeTheirEyes is an idea that translates social photos into printed braille—to help more people see, one snap at a time. Since the Hong Kong skyline is one of the most photographed sights in the city, we simply asked people to share their Instagram shots using the hashtag #BeTheirEyes—with a short description of what they see. Then together with Hong Kong Blind Union, we translated these descriptions into printed braille stickers. And placed them back in situ to the visual stories being told—creating unique touchpoints all over Hong Kong, specially tailored for visually impaired people to feel, explore and experience. So for the first time, everyone could see what we see. Since 80% of all visual impairment can be treated, Samsung also donated $10 for every photo posted. So it was more than just an idea, but a vision for the long term.

To reach out to the public, we promoted the campaign with everything from press ads and posters to radio spots and even location-based SMS push notifications. We also invited local celebrities—including movie star, Louis Koo—to help us spread the word. A giant call-to-action was also placed on Samsung’s iconic LED signage in Wan Chai—the biggest LED signage in Hong Kong—so that people on both sides of the harbour could be reached for maximum awareness.

Hong Kong embraced the project—with celebrities and the media helping us spread the word. The PR effect grew very quickly. #BeTheirEyes has been hailed by the visually impaired community as a breakthrough initiative to help everyone see what we see. Best of all: since 80% of all visual impairment can be treated, Samsung has pledged to donate $10 for every photo posted. So it’s more than just an idea, but a vision for the long term. What’s more, braille stickers are now being extended to more touchpoints across Hong Kong. So this is just the beginning.