The Brief

India accounts for about 20% of the blind population of the world. And around 26% of them are children. And Reynolds, one of the leading stationery makers of the country, wanted to do something for them. Given the nature of their products, they knew they had to do something that would be very different yet cost-effective enough to reach out to the blind kids and make a difference to their lives. And so began the project of engaging someone they could have never targeted. And simultaneously bringing art into their lives.

Describe how the promotion developed from concept to implementation

Based on a very important insight that the visually challenged usually have a heightened sense of touch, we created a simple and cost-effective solution. Reynolds Eyecan - a simple crayon with one huge difference. It had a special cover wrapped on it which had the color names embossed in Braille on it. Through this very simple tool, the doors of a whole new world opened up to a number of people who probably had never ventured into something we almost take for granted in our lives. A wide-spread exercise of conducting workshops for over 400 visually challenged students ensued.

Describe the success of the promotion with both client and consumer including some quantifiable results

Workshops were hold for over two months reaching out to 427 blind children. And the end of it a major exhibition was held in New Delhi to showcase their work. Over 100000 rupees were raised and thousands spoke about this on the web. Blind schools across India are now introducing art to their students through the Reynolds EyeCan Wax Crayons. Like all good things, Eyecan too looks forward to a longer and fruitful future. But its ardent supporters remain the 4.5 million odd kids who wait for Eyecan to be the magic wand that finally adds color to their lives.

Explain why the method of promotion was most relevant to the product or service

They rightly say that God has his own way of making up to you. In most blind kids there exists a heightened sense of touch. And through Braille they can read and understand many things in life. So we banked on this one simple fact and the magic happened. All it then took was a simple braille cover on the crayons and the magical world of Art opened up for them.