Blind Foundation Guerrilla Grocery Ads Highlight Lack of Braille
Marissa Brassfield — June 25, 2009 — Marketing
References: behance.net
This guerrilla campaign by Catzwolf for the Blind Foundation illustrates just how difficult grocery shopping is for the visually impaired.
In this Blind Foundation campaign for Moscow, a standard cardboard carton is labeled with the copy “Guess what is inside! Blind people have to guess every day.” At the bottom of the carton, the copy continues: “The bulk of information placed in public accommodations is not translated into braille.”
Shoppers were encouraged to sign a petition that advocates placing Braille on grocery store packaging to make it easier for visually impaired individuals to tell the difference between juice, milk and other similarly-packaged products.
In this Blind Foundation campaign for Moscow, a standard cardboard carton is labeled with the copy “Guess what is inside! Blind people have to guess every day.” At the bottom of the carton, the copy continues: “The bulk of information placed in public accommodations is not translated into braille.”
Shoppers were encouraged to sign a petition that advocates placing Braille on grocery store packaging to make it easier for visually impaired individuals to tell the difference between juice, milk and other similarly-packaged products.
Trend Themes
1. Braille Packaging - Opportunity for companies to incorporate braille on their packaging to make products more accessible for visually impaired individuals.
2. Inclusive Advertising - Potential for brands to create impactful campaigns that shed light on the challenges faced by visually impaired individuals, promoting inclusivity and empathy.
3. Advocacy Campaigns - Rise of campaigns that empower consumers to advocate for changes in industries that can improve accessibility for individuals with disabilities.
Industry Implications
1. Packaging Industry - Opportunity for packaging companies to develop innovative solutions that incorporate braille and other accessibility features.
2. Advertising Industry - Demand for advertising agencies to create meaningful campaigns that raise awareness about the challenges faced by visually impaired individuals.
3. Food and Beverage Industry - Potential for food and beverage companies to lead the way in incorporating braille on their packaging, setting a positive example for other industries.
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