Winners & Shortlists

LETTER TO THE BLIND GOVERNMENT

TitleLETTER TO THE BLIND GOVERNMENT
BrandNATIONAL ASSEMBLY OF DISABLED PEOPLE OF UKRAINE (NAPDU)
Product/ServiceBRAILLE CHILDREN'S BOOKS
Category A01. FLAT MAILING
Entrant Company TALAN GROUP Kiev, UKRAINE
Advertising Agency TALAN GROUP Kiev, UKRAINE
Credits
Name Company Position
Irina Novikova Talan Group Chief Executive Officer
Maksim Boritko Talan Group Creative Director
Marina Yermakova Pleon Talan Account Manager
Pavel Khaylo Pleon Talan Copywriter
Evgeny Posokhov Talan Group Designer
Svetlana Dolinskaya Talan Group Copywriter
Anna Yarmochenko Pleon Talan Account Executive

The Brief

The last children's book in Braille type was published in Ukraine 23 years ago. Schools for blind have only 15% of necessary books. The government does not see any problem with this. The PR campaign, we launched in search of partners, was joined by large publishing houses, banks and lots of common people who were willing to help just the same. And when the problem became seeable on a national scale, we informed the public officials that they were the only ones who failed to see it

Creative Execution

You are blind if you don't see problems of blind people. This powerful message was delivered by the relevant media – Braille text.

Describe the creative solution to the brief/objective.

We sent a letter to our blind government. It was official letter in Braille type. The letter was sent immediately after the press conference where it was presented by the President of NAPDU: "I do hope that president will notice the problem and give all the necessary instructions to provide funds in addition to money which we collected by ordinary people trying to compensate government's failure to see a child who can't see"

Results

We have received official response letter from the Government and the Ministry of Education has allocated 350,000 euros for adaptation and printing of textbooks in Braille in Ukraine.