‘Sense of smell’ is one of the most helpful sense organs to one’s emotional development. For visually impaired children who lost pleasure of the view, we presented ‘nose reading books’, the braille children’s books made with Downy-independent perfume capsule technology – rub and the fragrance blooms- which are fun to read.

First, we produced scent braille book, called as ‘nose reading book’ using scent oil of Downy. For the story content, publisher ‘Steiner Korea’ decided to offer the content for free license. The help is meaningful for the purpose of donation to Blind organizations. Chosen story, ‘Hansel and Gretel’, stands for safe world to the children as well as representative dream house for the children, which is witch’s cookies house.

In order to produce braille book, we figured out the printing production special in braille book production. With its technology, scent oil could be spread out by rubbing the braille.

Donating the books to visually impaired children was meaningful work to social responsibility and branding as well. After we created crowdfunding webpage, the campaign message spread out by producing the next series of nose reading books via pan-national participation on crowdfunding.

Both potential and current consumers had a chance to change their behavior on Downy and blind children. As main target focuses on housewives, their sympathy on children naturally remind their own children from the Nose reading book project. Even though their children can experience wonderful world from picture books, visually impaired children cannot enjoy normal experience. As Downy enables their imagination come true, consumers enhance Downy brand equity for happy family/children in their mind.

After donating 100 number of nose reading books to various blind organizations, we collected funding via crowd funding website. By delivering messages of corporate responsibility to society, ‘crowd’ indirectly experience Downy’s fragrance technology as well. Crowdfunding to visually impaired children becomes issue to the public especially in current competitive social atmosphere via offline and online donation activities.