A guerrilla ad at a public space with stairs. The stairs would have steps bigger than usual, being almost impossible to climb. The tagline “Are you able to use these stairs?” will appear on the steps. The call to action is implied by the campaign’s URL appearing on the last step.
Once the users get to the website, they will learn more about the cause, how easy it is to be part of the change (by volunteering, donating or becoming informed) and how much impact they can have on the population with disabilities in the province.
Inside magazines, the campaign ad is printed in thick pulp paper. The main feature is a message embedded in braille. The tagline “Are you able to read this?” appears at the top of the card. After the audience is confronted, a call to action on the back of the piece summarizes the experience.