Title	SEELIGHT
Brand	ALL RUSSIA ASSOCIATION OF THE BLIND (VOS)
Product/Service	APP FOR THE BLIND
Category	C01. Use of Digital in a PR campaign
Entrant Company	POSSIBLE HUNGRY BOYS Moscow, RUSSIA
Advertising Agency	POSSIBLE HUNGRY BOYS Moscow, RUSSIA

Name	Company	Position
Kate Sitnikova	Hungry Boys	idea
Vlad Sitnikov	Hungry Boys	Creative Director
Sergey Andronov	Hungry Boys	Art Director
Anton Vodogreev	Hungry Boys	Art Director
Anton Perepilicin	Hungry Boys	Programmer
Alyona Shakirova	Hungry Boys	Pr

The Campaign

Only 10% of traffic lights worldwide are currently equipped with audible signals or tactile paving. None have a GPS tag. That’s about to change. On August 5 1914 the first ever electric traffic light was installed at the corner of 105th and Euclid in Cleveland, Ohio. Before then, police officers had to stand in the middle of cities’ busiest intersections directing traffic. So August 5 2015 was the electric traffic light’s 101st anniversary. Sadly, only 10% of traffic lights worldwide are currently equipped with audible signals or tactile paving and none of them have a GPS tag. This can make street crossing problematic for the blind and visually impaired. We have been involved in the awareness and activist Blind Project. So we developed the SeeLight app. Two versions exist. 1) SeeLight. This open API (application programming interface) is for public authorities and individuals to share data about traffic signals (location, duration of red and green lights and whether or not they have audible signals or tactile paving), so they can be mapped. 2) SeeLight Blind, can then be accessed by the visually impaired. After activating this version, users receive audio prompts and vibrations to help them to cross streets and roads safely.

The Brief

1. To pay attention on the problem 2. Helps Blind to see the trefficlights

Execution

Having carried out our research and spoken with blind people, we decided to tackle one of the most important and difficult issues: mobility and orientation in cities. SeeLight is a mobile app that contains two versions: one standard and one for the visually impaired. Users can fill in information about traffic lights anywhere in the world: whether they are equipped with tactile paving and sound signals, how long they work. After that the traffic lights will be marked on an interactive map with GPS points. Anyone can add traffic lights to the system with the open API. Besides, any city hall can share information about traffic lights in their city. This way users can find out the locations of all the traffic lights and always know which signal is on at the moment.

0$ spent on media We have more then 60 publications all over the world 300 traffic lights on the maps all over the world And we are ready to make it better

The Strategy

Life in the modern world can get hard for people with special needs. In 2012 we concentrated our efforts on the Blind project to raise awareness of the problem and to facilitate a solution. And we have succeeded. How does this help? This information may not seem that important to sighted people, but it will greatly aid those who are struggling to cross the road by themselves. The app loudly announces the direction and distance to the nearest traffic light and notifies the user about it in background mode. Just imagine: if people in every city share information about a traffic light in their area, anyone who can't see them will be able to hear them all!