MAY I HELP YOU? by DDB Mudra Group Mumbai for National Association For The Blind


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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director Kb Vinod
Copywriter Pranav Harihar Sharma
Producer Tapan Sharma
Photographer Vivek Jadhav
Typographer Amol Dahanukar
Illustrator Raj Pawar
Released November 2009

Credits & Description

Category: Ambient: Stunts & Live Advertising
Executive Creative Director: Kb Vinod
Copywriter: Pranav Harihar Sharma
Art Director: Amol Dahanukar/Vivek Jadhav
Illustrator: Raj Pawar
Typographer: Amol Dahanukar/Vivek Jadhav
Photographer: Vivek Jadhav
Producer: Tapan Sharma
Other Credits: Chandana Bannikoppa/Mahendra Solanki
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: MUDRA DDB GROUP, Mumbai, INDIA

Description of Ambient execution
May I help you? The differently abled people Synopsis: There is no such thing called disability, it’s just the unavailability of resources and opportunities. This was the thought behind the Ambient-experiential event, ‘May I help you?’ executed on the world disability day (1st, 2nd, 3rd Dec. 2009) Aim: The event was done for the ‘National Association for the Blind’ and aimed at changing the perception that blind are disabled people who need help. Insight: Blind are not disabled but ‘differently abled’. They just need special resources. Idea: To put ‘normal people’ in a helpless situation, and make them realize that there is no such thing called disability; it’s just the unavailability of resources. Execution: On 1st, 2nd and 3rd Dec. 2009 (The world disability day) at all the five outlets of Copper Chimney restaurant (Mumbai), regular menus were replaced with Braille menus. The initial shock and discomfort among diners was followed by a pleasant surprise, when a blind volunteer reached there for rescue, saying ‘May I help you?’ He/she read out the Braille menu, making the point that they are not disabled but ‘differently abled’ and just need special resources. It was ended with a message: “There is no difference. Just like we can’t read your script you can’t read ours. Is this a disability? What if, all books are printed in Braille? We think it’s more of the availability of resources and opportunities. On the world disability day this is the point we just wanted to make through this small effort. Hope, now you will not sympathize with a blind but empathize. Thanks for bearing with us. Have a nice lunch.” The event was endorsed by popular bollywood actors 'Suniel shetty' and 'Naser Khan' (visually challenged) Results: The activity effectively changed perception of people from sympathy to empathy towards the blind. • NAB got 15 employment offers for their visually challenged members • 542 people who visited the restaurants signed on as volunteer members of NAB • The program received immense PR in the press and Television media, valued at approximately 150,000 USD The program boosted the morale of the blind volunteers. For the first time, they could confidently ask a sighted person –“May I help you?

English Translation of Main Headlines
May i Help You?