In Thailand, blind people are often perceived as inferior. They are treated as an invaluable group of people and given less job opportunities. Thailand Association for the Blind wanted to change the perception of society and make their disability the new ability.

One insight we learned from the blind is that losing the sense of sight enhanced their other senses: touch, sound, smell and taste. Based on this insight along with Thai's love of food, together with Thailand Association for the Blind, Thairath TV created ‘BLINDTASTE’ -- Thailand's first ever food critic TV program hosted by the blind.

The content became an instant hit, it was reposted online on hundreds of website, spreading the show to more than hundreds of millions impressions. Every week people will be waiting for an honest food comments from the blind and follow their recommendations.

The post-launch statistic show:

- more than 50 episodes, total minutes 2,250 min

- 80% prefers food critics from blind people

- 76% aware of their other capabilities.

Most importantly we've changed the perception of the blind from one that only sees the disability to one that is full of unseen potential.

BLINDTASTE - taste need no eyes.

“BLINDTASTE” -a food TV show hosted by the blind - it focuses solely on the taste and smell of food, but not the look of it.

It reminds the audience to look further to the inside of each dish and each person. We got many celebrities to try out to be blind for one day.

And have the blind to lead their ways throughout the show. So everyone can also really see what the blind are capable of.

Our target: general Thai public. In order to create positive portrayal of the blind and reveal their hidden potential to society, we needed to find a cultural interest (food) that they could relate to and become excited about, and a touch point we could use where they would be open to receiving our message.

To achieve the greatest penetration into the homes and minds of the Thai public, we selected TV as the main medium and online channels as support. The public would be comfortable watching this program from their homes and could relate to the food element of it.