| Title | MAY I HELP YOU? |
| Brand | NATIONAL ASSOCIATION FOR THE BLIND |
| Product / Service | ASSOCIATION FOR THE BLIND |
| Category | B04. Public Service, Charity & Fund Raising |
| Entrant | MUDRA DDB GROUP Mumbai, INDIA |
| Entrant Company: | MUDRA DDB GROUP Mumbai, INDIA |
| DM/Advertising Agency: | MUDRA DDB GROUP Mumbai, INDIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Bobby Pawar | Mudra DDB Group | Chief Creative Officer |
| KB Vinod | Mudra DDB Group | Executive Creative Director |
| Pranav Harihar Sharma | Mudra DDB Group | Creative Supervisor |
| Amol Dahanukar | Mudra DDB Group | Creative Supervisor |
| Vivek Jadhav | Mudra DDB Group | Visualiser |
| Chandana Bannikoppa | Mudra DDB Group | Editor |
| Mehandra Solanki | Mudra DDB Group | Films Executive |
‘May I help you?’ was executed on the world disability day (1st, 2nd, 3rd Dec.2009).It was done for the ‘National Association for the Blind’ (NAB) and aimed at changing the perception that blind are disabled people who need help. Insight: Blind are not disabled but ‘differently abled’.They just need special resources. Strategy:To put ‘normal people’ in a helpless situation, and make them realize that there is no such thing called disability; it’s just the unavailability of resources. Target audiences are us who think that blindness is a disability.NAB trains blind people in different activities suited to their 'differently abled' status.
On 1st,2nd,3rd Dec.2009 (The world disability day) at all the five outlets of Copper Chimney restaurant(Mumbai, turnout-400 guests/day/outlet),regular menus were replaced with Braille menus.The initial shock and discomfort among diners was followed by a pleasant surprise when a blind volunteer came to their rescue,asking ‘May I help you?’ He/she read out the Braille menu,making the point that they are not disabled but ‘differently abled’ and just need special resources. Till now blind people are always seen at the receiving end of the help. But this time tables are turned. This strongly conveys NABs message in a unique and effective way.
The idea was to replace the menus in a restaurant with Braille menus and then introduce a blind volunteer to come to diners’ rescue, who would read the menu for them.To implement this idea various rigorous training sessions of chosen blind volunteers were taken along with the rehearsals. Focus of training was on the right body posture and presentation to make a point that even in the hospitality industry blind people can perform well. The activity, 'May I Help You?' achieved the desired objective of NAB to make a point that we should not sympathize with a blind but empathize.
Results: -The activity effectively changed perception of people from sympathy to empathy towards the blind. -NAB got 15 employment offers for their visually challenged members -542 people who visited the restaurants signed on as volunteer members of NAB -The program received immense PR in the press and Television media, valued at approximately 150,000 USD. -The program boosted the morale of the blind volunteers. For the first time, they could confidently ask a sighted person –“May I help you?