This made-up concept was an award-winning project at the Salazar Student Awards in 2014
People with disabilities are not different, they are just constantly challenged by the environment. The campaign imposes a series of challenges to users, to get them to empathize with the situation of the disabled.
Credits
Creative Direction: Diana Castaneda
Imagery: Diana Castaneda
Product Design: Diana Castaneda
Creative Direction: Diana Castaneda
Imagery: Diana Castaneda
Product Design: Diana Castaneda
A guerrilla installation 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 campaign 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.
