CCR, one of the biggest transportation companies in Brazil, is the maintainer of Rio de Janeiro light rail transit system (LRT). The LRT passes by some of Rio most important and impressive landmarks, such as The National Library, Museum of Tomorrow, Guanabara Bay, the Municipal Theatre, among others. CCR wanted to make the LRT system more inclusive for the more than 6 million Brazilians who are blind or visually impaired, and they needed a simple but powerful idea to accomplish that.

Hear the View takes the concept of audio description one step further. Through voice-over, sound design and music, we created an immersive audio experience describing Rio de Janeiro scenery as it passes by the train windows on the light rail transit system. Iconic landmarks, historic buildings, famous squares, natural beauties: it was all covered. We divided the LRTs route into individual tracks and timed the descriptions to match the scenery seen outside. The tracks were released on Spotify, so that blind and visually impaired Brazilians could enjoy it straight from their mobile phones as they travel. Allowing them to finally connect with their city like never before.

Our target were the 6 million blind and visually impaired people living in Brazil, especially the 600 thousand living in Rio de Janeiro. To reach them, we used mainly audio mediums: radio, Spotify audio ads and audio messages inside the LRT trains. We also released a campaign on social media to spread the idea to the general public.

First, we recorded the LRT route station by station: from Santos Dumont Airport to the Mauá Square. Then, we described the most important landmarks found in the way, taking care that the length of the descriptions matched the scenery seen outside. This way, each track corresponds to a specific stretch of the way and can be listened as a full experience or as separate episodes. We recorded the voice-overs of each track and mixed with music and sound design. We then launched all the tracks on CCR Spotify for free and for everyone, along with a digital and radio campaign to spread the idea. We also had audio messages inside the LRT trains, to active the idea in loco.

Our main objective with Hear the View was accomplished: to give blind and visually impaired people the chance to connect, to better understand and to experience Rio de Janeiro in an inclusive and immersive way. With this project, we are improving their travelling experience and helping to include them on social life. Because even tough not everyone is able to see the view, from now on, everybody will have the chance to enjoy it. And this is just the beginning, we are going to expand this concept to various transportations modes maintained by CCR throughout the country.