Cadevi is a non-profit institute that helps visually impaired people, giving them structure, education and leisure. As many others, they have a hard time to deal with costs and are always on the verge of closing. This is a result of insufficient public policies made by bad politicians.

The brand purpose aims to bring more representativity to the cause. In order of this, we came up with an idea that gives to Brazilians an opportunity to choose and elect better representatives. For this reason, we need to see beyond what they seem #ToSeeBeyond.

Everyone uses this hashtag #ForEveryoneToSee to make information more accessible. We created a new one, with Folha de S.Paulo - one of the biggest news groups - to help people with visual disabilities to see beyond, having even more information. During the most difficult election process in Brazil’s history, all people, including the visually impaired, were able to find out what the politicians' plans are in relation to their special needs.

A simple, yet very effective change: one more hashtag published with each news about politicians. While the #ForEveryoneToSee described to visually impaired people what was happening in the photo, our #ToSeeBeyond described what politicians has made or pretends to do for them.

The data driven strategy has born when we looked for ways to effectively help people on choosing their best candidates. We focused on a specific issue: how politicians care about visually impaired people? So, we interviewed people with this disability, looked for channels that already talk with that public and had a strong record of political relevance, and hired a reporter to bring up those topics.

The stablished hashtag #ForEveryoneToSee was the perfect placement. It meant everything we wished to conceptually and still lacked a contextual perspective, in order to effectively show what is important for voting. So, we partner with the biggest newspaper in Brazil, Folha de S. Paulo, which was being diligently using that hashtag and also had a strong political voice, and we launched #ToSeeBeyond.

Participating within the biggest moment in Brazil’s democratic history and being relevant is no easy task, but we managed to do it and show that there’s great strength in doing public service and using advertising skills:

. More than 320 posts in 3 months before elections

. More than 650k interactions

. Growth of 30% of voters with disabilities in 2022

. The hashtag went beyond politics