Braille Bricks [image] 4 by Lew'Lara\TBWA Sao Paulo for Dorina Nowill Foundation For The Blind

Braille Bricks [image] 4

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile, Case study
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Chief Creative Officer Felipe Luchi
Creative Director Manir Fadel
Art Director Ulisses Razaboni
Production Landia
Director Nixon Freire
Released August 2016

Awards

Cannes Lions 2017
PR Sectors: Charities & Non-profit Silver Lion

Credits & Description

Agência/Agency: Lew’Laratbwa
Anunciante/Advertiser: Dorina Nowill Foundation For The Blind
Diretor de criação/Creative Director: Cco: Felipe Luchi / Manir Fadel
Produtor da agência/Agency Producer: Luzia Oliveira / Marcella Pappiani / Angela Felicio
Fotógrafo/Photographer: Rodrigo Ribeiro
Redator/Editor: Leandro Pinheiro / Gabriel Sotero
Atendimento/Attendance: Ricardo Barros / Fernanda Mariano
Produtora de som/Sound Production: Mugshot
Outros créditos:
Ceo: Marcio Oliveira
Criação online: Leandro Pinheiro/Ulisses Razaboni/Felipe Pimentel/Cainã Meneses
Planejamento: Renata D’avila/Anderson Sales / Midia: Luiz Ritton/Eduardo Shinohara/Suellen Kiss/Amanda Moura/Danielle Farhat
Social Media: Nancy Sestini
Art buyer: Ale Sarilho/Sabino/Caio Lobo/Natasha Latronico
Produção das peças: Claudio Rocha
Gp: Monalisa Paduin
Prod. Grafica: Marcos Pedra/Alexandro Coelho
Prod. executivo: Carolina Dantas/Sebastian Hall
Dir. de Produção: Fabiano Ramos
Dir. de arte Produtora: Dartagnan Zavalla
Montagem: Diego Merulla
Finalizador: Henrique Gomes
Pós-produção: Rafael Fernandes
Produtora digital: Base
Rp: Bia Ribeiro
Agencia de Rp: Giusti Comunicação – Edson Giusti, Bel Pocai, Roberta Freitas
Cliente: Eliana Cunha/Daniela Coutelle/Priscila Saraiva
Diretor de Arte/Art Director: Ulisses Razaboni
Produtora/Production Company: Landia
Diretor/Director: Nixon Freire
Diretor de Fotografia: Nixon Freire
Execution:
From the film and the website, we present the project for influencers, Internet personalities, bloggers and the press, who promptly became available to help spread the word, spreading the idea around the world.With the engagement data in hand, the next step in the project will be to demonstrate the excitement around the toy maker project, with one ultimate goal: to turn the idea into a real product that will help thousands of visually impaired children around the world.
Campaign Description:
We realized that classic 6-pin (3x2) building bricks have the same pattern as the braille alphabet. Then we simply made small modifications to the pins, and voilà: We’ve built an entire braille alphabet. All this without losing the characteristics of the toy. The building bricks are still building bricks. But now, with the peculiarity of being a letter, they make learning playful, simple, and fun. This is how Braille Bricks came about. A toy for literacy and inclusion of blind children, since it allows them to play normally with other children, learning and teaching braille.We tested it with the children at the Dorina Nowill Foundation, and now that the tool has proven effective and potential, we want to convince a toy manufacturer to embrace the idea and produce Braille Bricks on a large scale, so that it can help children around the world.
Relevancy:
The campaign's goal was to call the attention of major toy manufacturers so that, through the pressure of public opinion, the idea could be produced on a large scale. Since we were talking about a NGO, we had no media budget, which led us to build a strategy of exclusively PR. Everything revolved around the hashtag #BrailleBricksForAll, which soon started to be shared on the social networks and mentioned by major media outlets. And that worked, because we received an e-mail from Lego inviting us to talk to them. So are talking to make the production of the idea feasible.
Outcome:
With no media investment, the idea was completely disseminated over the social networks and press outlets. The release achieved 141 million digital impacts, appeared in a nearly 15-minute story on the nationally televised show "Hoje em Dia", on the Record Network, one of Brazil's major TV networks, and was mentioned by the White House Initiative on Educational Excellence for African Americans on its Twitter account. There were over 200 e-mails from around the world looking for the toy, and we were also invited to be part of "The Art of Brick", an exhibition by international artist Nathan Sawaya, known for making Lego sculptures. The impact of the reverberation on the digital platform was equal to an investment of US$ 160,000. We did a sentiment analysis with the posts and we identified the words that people used most to talk about the project: "help", "literacy learning", "help", "blind".
Synopsis:
In Brazil, there are not many options for special materials for education of blind children. The majority needs to be adapted by parents and teachers. In addition, these materials do not encourage the inclusion of these students. Schools are not prepared to tend to blind and non-blind students at the same time, which ends up creating a difference in teaching method during the activities in the classroom.From the Piaget treatises on cognitive learning to the modern 'Playful Learning Center' of the University of Helsinki, there is now scientific and academic consensus on the importance of games and playfulness for learning and child development.The Dorina Nowill Foundation for the Blind, whose work is aimed at inclusion, sought an innovative resource that would help toward this goal and improve life for the visually impaired and those around them, in a real way.
Strategy:
After creating the project and proving its effectiveness with the Foundation, we needed to make it known worldwide in order to reach a global manufacturer. That's when we created the project's website and social network accounts. Without any investment, we wanted to attain global visibility, reaching as many people as possible and, therefore, calling the attention of major toy manufacturers, our big target. We did a press release explaining the campaign and sent it to national and international web portals and influencers, and we worked through the client's social networks. A video telling our idea and the website were being publicized through PR and on the social networks with the support of celebrities and influencers, to turn this appeal into a movement. The transformative potential of Braille Bricks make it a product with a wide reach, for all the institutions, schools, and families that deal with children with visual impairments.