LETTER TO THE BLIND GOVERNMENT
| Title | LETTER TO THE BLIND GOVERNMENT |
| Brand | NATIONAL ASSEMBLY OF DISABLED PEOPLE OF UKRAINE (NAPDU) |
| Product/Service | BRAILLE CHILDREN'S BOOKS |
| Category |
A01. FLAT MAILING |
|
Entrant Company
|
TALAN GROUP Kiev, UKRAINE
|
|
Advertising Agency
|
TALAN GROUP Kiev, UKRAINE
|
Credits
| 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.