TOUCH TO READ

TitleTOUCH TO READ
ClientSINGAPORE ASSOCIATION OF THE VISUALLY HANDICAPPED
Product / ServiceSINGAPORE ASSOCIATION OF THE VISUALLY HANDICAPPED
CategoryA09. Environmental Design
EntrantHAVAS WORLDWIDE Singapore, SINGAPORE
Entrant Company HAVAS WORLDWIDE Singapore, SINGAPORE
Advertising Agency HAVAS WORLDWIDE Singapore, SINGAPORE

The Brief

The simple activity of reading is often taken for granted. The joyful experience of reading on a daily commute or to a child, is lost on a group of people – the visually handicapped. It is estimated that only one in 10 visually impaired people can read Braille, a startling high statistic. Many blind people are excluded from learning Braille through the lack of funds and awareness. Singapore Association of the Visually Handicapped (SAVH) wanted to raise the awareness on this situation and to help raise funds to help the underprivileged blind get access to Braille learning opportunities.

How the final design was conceived

We designed a special book on a stand stand, placed in bookstores and public libraries. The centre-spread of two facing blank pages are actually made of a white thin material that allows 3D letters under to be felt. As one approaches the book, he or she will see the blank centre-spread, with a cryptic message “Touch to read”. By touching the page, like how the blind read Braille, the reader will feel an impression underneath the page which reveals the message, “It’s hard to read like this. But harder if you can’t even read." A tagline at the end of the page invites the reader to "Help the blind read Braille.”

Indication of how successful the outcome was in the market

While results are still being collected, the installation is very well-received by the public, with those who interacted with it pledging to help in various ways. SAVH has also received a spike in public enquiries on how to help the blind read Braille.

Credits

Name Company Position
- Sunrise Printing/Supplies Pte Ltd Production House
Angelvin Zhao J Studio Pte Ltd Producer
Nicholas Yan J Studio Pte Ltd Videographer
Kelvin Lai J Studio Pte Ltd Assistant Photographer
Ed Cheong J Studio Pte Ltd Photographer
Joel Ng Havas Worldwide Singapore Production Director
Kelvin Lim Havas Worldwide Singapore Art Director
Lo Weng Heng Havas Worldwide Singapore Art Director
Kelvin Lim Havas Worldwide Singapore Associate Creative Director
Victor Ng Havas Worldwide Singapore Chief Creative Officer