CONTEXT
A Disability Perception Gap Report from Scope affirms that the 67% of people admit feeling uncomfortable when talking to a disabled person because they are afraid of saying the wrong thing. As a result, disabled people constantly find themselves in awkward situations.
IDEA
On World Smile Day, in collaboration with the Italian Blind and Visually Impaired Union, we designed 10,000 limited edition Coca-Cola cans with a collection of lighthearted braille messages to fight awkwardness. The cans read all kinds of things that we would never say to a blind person. Proving that we shouldn’t worry about saying the wrong thing, because what upsets disabled people the most is being treated differently.
RESULTS
The campaign was featured by all the major Italian newspapers. Even the President of the Italian Republic, Sergio Mattarella, officially thanked Coca-Cola and the Italian Blind and Visually Impaired Union for their shared commitment in overcoming barriers. After the Italian launch, the project born for a local market, was selected by Coca-Cola’s international team to be communicated globally.
