Mumbai: The Red Ramp Project by H & R Johnson was started on the premise of making public spaces more accessible to those for whom even small joys can be a thing of great struggle. The initiative aims to create a shift in people’s thinking and also in the priority of policy-makers.
The first phase of the project was kicked off at Kiri Beach in Goa where a ramp was created using Endura Tiles to help the differently abled access the beach with ease and experience the joy of feeling the waves gushing at their feet.
This initiative helped hundreds of differently abled people visit a beach for the first time in their lives. What started off as a CSR activity went on to win hearts and grab eyeballs on different platforms. With 3 million views on social media, this sparked a conversation, and paved the way for more ramps to be built in various other public spaces; from post offices to paraplegic schools. The company also urged citizens to geo tag locations where ramps should be built, and share it on their website.
Not limiting the Red Ramp Project as an initiative only for the physically challenged, H & R Johnson is now expanding it to help the visually impaired. Johnson along with Soho Square is about to launch the second phase of the project using tactiles. Tactiles are used the world over to help the visually challenged navigate self-sufficiently. In India, however, they are seldom used extensively.
These unique non-fade, non-slip tactiles with distinctive surface patterns are detectible underfoot or by a long cane. These surface indicators provide cues to assist the visually impaired of their approach to streets and hazardous drop-offs.
The brand also chose a unique way to fit in their brand ambassador, Katrina Kaif, by using her as the Goodwill Ambassador for the project. By doing so, Johnson aims to generate mass awareness about the needs of the visually impaired. The company will release a second video tomorrow showing how tactiles have the power to impact ordinary lives in an extraordinary manner.
The video link : https://www.facebook.com/KatrinaKaif/videos/1952063438404192/
Credits:
Advertising Agency – Soho Square
Head of Office: SamratBedi
Creative Team:
AnuraagKhandelwal – Executive Creative Director and Creative Head
Ankur Jain – Creative Director
Sanjay Ujawane – Creative Director
Tiyasha Ray – Creative Controller
Account Management Team:
MohitAhuja – Senior Vice President
ArkinDiniz – Account Director
Nisha Dias – Account Supervisor
Production House: Escaping Elephant
