Our creative solution was to make ads that our blind TV viewers would be unaware of. To do this we used the visual medium of television, in a very non-visual and unique way.We recorded the dialogue and sound for three fake commercials – the kind that drive you crazy and make most people change channels, and there are few worse offenders than the ranting rug shops, the cheesy detergent ad or the superficial women’s magazine.As the dialogue played down, the vision was simple graphics that spoke to our sighted viewers informing them that the audio was a decoy, so that our blind viewers wouldn’t suspect that this was a commercial aimed at raising money for them and therefore preserving their self respect

By creating a simple yet powerful execution, we were able to turn the idea around in a very short time frame to maximise the airtime we would have before the End of Financial Year. This consequently increased our chances of gaining significant donations from both individuals and corporate bodies.