Adiado para 2022
Social Change / Bronze
Categoria: A01.Social Change
Agência: Lew LaraTBWA
Anunciante: Dorina Nowill Foundation Fot the Blind
Sinopse: No Brasil, crianças com deficiência visual enfrentam obstáculos maiores que a falta de visão. As próprias escolas não estão preparadas para promover a inclusão por meio de materiais adequados para o ensino de braile. Percebemos que blocos de montar de brinquedo seguem o mesmo padrão que o Braille e, com pequenos ajustes, poderíamos ter um material lúdico que cobrisse todo o alfabeto.
Em seguida, criamos o Projeto Braille Bricks e o levamos para a Fundação Dorina Nowill para Cegos, que desenvolveu uma metodologia de ensino e inclusão com esses blocos modificados para o alfabeto Braille. Depois que sua eficácia foi comprovada, era hora de torná-lo conhecido em todo o mundo.
É assim que nasceu #BrailleBricksForAll.
Uma plataforma de comunicação baseada em sites e mídia social para tentar atrair a atenção de grandes fabricantes de brinquedos e alcançar uma produção em grande escala, beneficiando o maior número de crianças possível.
A campanha chamou a atenção do mundo, até a Casa Branca citou o projeto.
Foram 141 milhões de impactos no ambiente digital, 3,7 milhões de interações com a campanha, o equivalente a um investimento de US $ 160.000,00.
Mas o melhor resultado ainda estava por vir.
A Fundação Dorina foi contatada pela maior fabricante de tijolos de brinquedo do mundo, a LEGO.
Após dois anos de pesquisa e desenvolvimento de produtos, a Lego Braille Bricks finalmente se tornou realidade. O lançamento mundial aconteceu simultaneamente em São Paulo e Paris, cidade onde Louis Braille inventou o alfabeto para cegos.
Em 2019, o produto estará disponível para instituições parceiras no Brasil, no Reino Unido, na Dinamarca e na Noruega. Até 2020, outros 16 países receberão o produto, que será doado a fundações e implementado em mais escolas, capacitando educadores e mudando a vida de mais e mais crianças com deficiência visual.
Sinopse em inglês: In Brazil, children with visual impairment face obstacles that are greater than their lack of sight. Schools themselves are not prepared to promote inclusion through materials that are suitable for teaching Braille. We noticed that toy building bricks follow the same pattern as Braille. With minor tweaks we could have a playful material that covered the whole alphabet.
We then created the Braille Bricks Project and took it to the Dorina Nowill Foundation for the Blind, which developed a teaching and inclusion methodology with these modified bricks for the Braille alphabet. After its effectiveness was proven, it was time to make it known worldwide.
That’s how #BrailleBricksForAll was born.
A website – and social media – based communication platform to try to attract the attention of large toy manufacturers and achieve large-scale manufacturing, benefiting as many children as possible.
The campaign caught the world’s attention, even the White House quoted the project.
There were 141 million impacts in the digital environment, 3.7 million interactions with the campaign, equivalent to an investment of USD 160,000.00.
But the best result was yet to come.
The Dorina Foundation was contacted by the world’s largest toy brick manufacturer, LEGO.
After two years of product research and development, Lego Braille Bricks finally became a reality. The world launch took place simultaneously in São Paulo and Paris, the city where Louis Braille invented the alphabet for the blind.
In 2019, the product will be available to partner institutions in Brazil, the United Kingdom, Denmark and Norway. By 2020, another 16 countries will receive the product, which will be donated to foundations and implemented in more schools, empowering educators and changing the lives of more and more visually impaired children.
A situação: On global level, 19 million children are visionally impaired. Despite this large number, there are not many options for materials adapted for the education of these kids. The majority needs to be adapted by parents and teachers. In addition, these materials do not encourage the inclusion of these students. Schools are not prepared to tend to blind and non-blind students at the same time, which ends up creating a difference in teaching method during the activities in the classroom.
The Dorina Nowill Foundation for the Blind, whose work is aimed at inclusion, sought an innovative resource that would help toward this goal and improve life for the visually impaired and those around them, in a real way.
As we are an NGO, we had no budget to make a PR campaign. Through the #BrailleBricksForAll we could amplify our message on everyone’s voices until it reaches a major toy manufacturer.
O objetivo: Our campaign was basically a PR campaign. The goal was to make our hasghtag strong enough to pressure the big toy manufacturers to produce Braille Bricks on a large scale, thus improving the lives of millions of blind or visually impaired children.
With no budget we needed to raise awareness to our project. To do so we had to find an interesting way to not only grab attention of the public but also the press. We needed newspapers, blogs and TV Channels to pick up the #BrailleBrickForAll idea and echo our message to the masses.
A estratégia: Our campaign had a very specific audience: big toy manufacturers that could produce Braille Bricks on a large scale, benefiting the largest amount of visually impaired children as possible.
The problem was that the toy manufacturers, by and large, don’t have inclusive toys among their priorities. What proves that fact is that even though we opened the Braille Bricks’ patent on Creative Commons for any manufacturer to use it, no one actually did it.
Our strategy had to be different. An awareness campaign to first convince people of the importance of the cause and then count on their help to spread the message until it reached the manufacturers.
With strength in PR and social networks of influencers, we created a whole range of content to raise awareness of our cause – all hosted on the #BrailleBricksForAll hub on our homepage. From that point, the movement of the messages was organic.
Execução: We launched the #BrailleBricksCampaign with a film and a website. The website was our hub were teachers, students, pedagogues and designers shared their stories and thoughts about the new product.
We also used influencers, internet personalities, bloggers, and strength in PR to spread the project around the planet and thereby have the idea reach toy manufacturers.
#BrailleBricksForAll was presented to people with a large number of followers on the social networks, who promptly made themselves available to help in disseminating the project. Once that was done, the action started to grow organically in digital media, on its own, with people from various parts of the world sharing it with their friends.
The organic growth lead to very important news and media hubs, even the White House itself. All of them helped to echo our message until it gets to Lego.
Resultados documentados: The results are pretty legendary. At the start of the campaign, the literacy of blind and impaired children was rarely talked about and the public was unaware of it. With #BrailleBricksForAll we changed that. We got over 141 million impressions. 3.7 million interactions with our hashtag. Even the White House posted about it.
And to top it all, the largest toy manufacturer in the world not only became aware of the idea, but was willing to produce it. That’s the birth of the Lego Braille Bricks. It is already in use in Denmark, Norway, United Kingdom and Brazil. By 2020, it will also be distributed free to a further 16 countries. The #BrailleBricksForAll campaign brought unprecedented visibility to the topic. For the Dorina Foundation, the partnership with the LEGO brand has enabled the idea to come about. This will benefit millions of visually impaired by serving more children and empowering more educators.
Dorina Nowill Foundation for the Blind now will be eternally the foundation who creat the Braille Bricks, helping childrens from all over the world to feel included, once that the toy can be used by the visually impaired children but also by the childrens with vision.At this point, kits will be donated by LEGO to partner foundations in 4 countries (Brazil, Denmark, Norway and UK). After that, deployment to schools and training of multipliers will start lead by Dorina Nowill in Brasil.The transformative potential of Braille Bricks make it a product with a wide reach, for all the institutions, schools, and families that deal with children with visual impairments.
Delicatessen: Produtora de filme
MugShot: Produtora de áudio
Presidente: CCO: Felipe Luchi e Manir Fadel
Diretor de arte: Ulisses Razaboni e José Neto
Redator: Leandro Pinheiro e Rafael Merel
Vice Presidente de atendimento: COO: Wilson Negrini
Atendimento: Valentina Ursini e Bruna Gracitele
Gerente de Planejamento: Renata Serafim
Relações Públicas: Bia Ribeiro
Produtor executivo: Patricia Gaglioni
Diretor Geral: Diretor de Filme: Nixon Freire
editor: Rafael Ribeiro e Gustavo Murbach