Print the message – both the product image and the accompanying text – in the raised braille language and distribute the cards among the blind, so they can enjoy the message itself.

a. The piece was distributed in the schools for blind children.

b. Distribution took pace around St. Valentines, an important season for chocolate sales and the ideal occasion to share loving feelings… or just giving someone a “kiss”.

c. Main point of activation was the Loaiza Cordero School for the Blind

d. The scale was eventually amplified for distribution among seeing clients as a way of creating awareness of what seemingly obvious messages do not reach a special population.

By its very nature, the project cannot be measured in quantifiable data. But the experience enjoyed by the target group, and the coverage by the media, indicated a positive impact in helping what the brand means by “Sharing the love”.