Cannes Lions

The Hacker Spot

LEW'LARA\TBWA, Sao Paulo / DORINA NOWILL / 2017

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Overview

Entries

Credits

Overview

Description

In partnership with Estadão (the most important Brazilian newspaper), ad servers and other portals, we replaced the html codes – which are the basis of the banners – with texts and turned the banners into radio spots that broadcast informative content about Dorina Nowill Foundation for visually impaired people. So, we turned these spaces that simply read html codes and were uncomfortable for them to hear into ads that became a channel of communication and inclusion.

Execution

The texts with informative content were inserted on a layer above the original codes of the banners. This layer has codes with specific commands that allow the banner to be read by the accessibility feature. As a result, the screen reader stopped reading a series of random letters and started broadcasting messages about the Dorina Nowill Foundation for the Blind. All without altering the advertisers' original banner content and without production costs.

Outcome

The action was implemented in two of the country's largest news portals, and the first modifications in banners were done in Nissan, Vigor, Friboi and Cacau Show ads. The accessible Nissan artworks had more than 550,000 impacts and 219 unique interactions of visually impaired people.

By analyzing the flow of visits on these web pages, we found out that the action reached 22% of total views during the period. People who previously had no opportunity to interact started to connect with useful content for them.

On top of bringing specific information to this audience, the project contributes to a behavior change, encouraging media vehicles and brands to make their web content accessible to visually impaired people.

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2019, DORINA NOWILL

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