Cannes Lions

Braille Bricks

LEW'LARA\TBWA, Sao Paulo / DORINA NOWILL / 2019

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Case Film
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Overview

Entries

Credits

Overview

Execution

In Brazil, children with visual impairment face obstacles that are greater than their lack of sight. Schools themselves are not prepared to promote inclusion through materials that are suitable for teaching Braille. We noticed that toy building bricks follow the same pattern as Braille. With minor tweaks we could have a playful material that covered the whole alphabet.

We then created the Braille Bricks Project and took it to the Dorina Nowill Foundation for the Blind, which developed a teaching and inclusion methodology with these modified bricks for the Braille alphabet. After its effectiveness was proven, it was time to make it known worldwide.

That's how #BrailleBricksForAll was born.

A website – and social media – based communication platform to try to attract the attention of large toy manufacturers and achieve large-scale manufacturing, benefiting as many children as possible.

The campaign caught the world’s attention. Wired, Mashable, Fast Company, National Geographic, The Huffington Post, AdWeek, Creativity, even the White House quoted the project.

There were 141 million impacts in the digital environment, 3.7 million interactions with the campaign, equivalent to an investment of USD 160,000.00.

But the best result was yet to come.

The Dorina Foundation was contacted by the world's largest toy brick manufacturer, LEGO.

After two years of product research and development, Lego Braille Bricks finally became a reality. The world launch took place simultaneously in São Paulo and Paris, the city where Louis Braille invented the alphabet for the blind.

In 2019, the product will be available to partner institutions in Brazil, the United Kingdom, Denmark and Norway. By 2020, another 16 countries will receive the product, which will be donated to foundations and implemented in more schools, empowering educators and changing the lives of more and more visually impaired children.

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