Strategy: To put ‘normal people’ in a helpless situation, and make them realise that there is no such thing called disability; it’s just the unavailability of resources. To this end, restaurant menu cards were selected as the key medium, since there was relevance to a wide range of people. The inability of a customer to order an item from the menu, since he/she could not read it - formed the crux of the communication. We replaced the regular menu cards with ones printed in Braille. The initial shock and discomfort among diners was followed by a pleasant surprise, when a blind volunteer reached there for rescue, saying ‘May I help you?’ He/she read out the Braille menu and even took their order in Braille, establishing that they are not disabled, just ‘differently-abled’ and need special resources and opportunities. The event was endorsed by popular bollywood actors 'Suniel Shetty' and 'Naser Khan' (visually challenged).

Activity was executed from 1st to 3rd Dec 2009 (the World Disability Day), at Copper Chimney restaurant (5 outlets, Mumbai). Regular menus were replaced with Braille menus, and blind volunteers stood by to help, as the diners discovered their new disability. It changed perception of people from sympathy to empathy towards the blind.• NAB got 15 employment offers for visually-challenged members• 542 people who visited restaurant signed as volunteer members of NAB• The programme received immense PR in press and electronic media, valued at approximately US$150,00. It boosted the morale of blind volunteers. For the first time, they could ask others “May I help you?"