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

idea: to give everyone an opportunity to experience what the world feels like in the darkness.

The awareness campaign (you are blind) appeals to the creative class, to make them experience how it is to be blind in Russia. and encourage them to provide solutions.

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

challenge: Russia is a tough place for blind people, government dont do much to improve it, and people dont are not aware of this problem

The solution was to build a virtual blind 3D world and kinesthetic interaction through a webcam.

So that we managed to arouse thoughts about suffering of the blind in

the street. The blind site that lets any user experience the aggressive city

environment. Feel frightened. Suggest how to change the world on the

same web site. To provoke the creative mind of the intelligent people so that they

suggest bright ideas to the conservative government.

Personal envelopes were sent to Creative directors of leading advertising agencies and chief editors of major media, to people who can see more in ordinary things and generate ideas. In that envelopes were a blindfold and request to put it on, feel yourself as blind men and try to make elementary things - to make a tea, make a phone call to friends or go outside.

After that, the same people received letters that suggested, for a minute, to put yourself in a blind boy’s shoes, on the “blind project website” (youareblind.com) and share ideas about how to make this world a better place for children who cannot see. Everyone can help blind people on youareblind.com.

$ 0 spent on promotion

51 thousand visitors

About 200 publications in the media all over the world

320 ideas from around the world (the first one is already in implementation)

Positive PR. 50% direct traffic.