Objective: Change the perception of blindness

Challenge: Communicating what it means to be blind

Concept: Offer people the chance to experience what being blind is like to themselves.

We created a game for people to play while blinded - albeit momentarily - to find what it's like to get around the city.

Results:

$ 0 spent on promotion

3 min reach, 25 000 visitors, 187 publications around the word, more than 200 ideas, thousands of shares on Facebook, Twitter, Vkontakte

Positive PR. 50% direct traffic.

One of the ideas - a mobile application for the blind that can be used to detect the location of traffic signals.