We created a site for disabled citizens and invited people to join a blind person on a bike ride with the help of their tweets. People wrote tweet and chose the journey location where they wanted the blind person to get it.

We re-engineered a conventional braille device, connected it to Twitter and placed it on the volunteer's back.

The volunteer and the blind went on the tandem bike ride and as they passed along the journey locations, tweets were sent to the device so that everybody could virtually ride along with the blind person.

In less than two hours more than 1,500 tweets where generated to enhance the experience of the tandem ride. Overall, the buzz generated around the activation reached 4 million people, mainly through Twitter and PR generated stories.

In two weeks we achieved the biggest success in the 4-year history of Paseo a Ciegas: 40% more volunteers and 12% more blind people enrolled in the Sunday bike rides. No media money involved.

Thanks to technology we surpassed the physical challenge of blindness thru connecting the visually impaired with people´s eyes. The back of one person became eyes of a blind one.