The Campaign

There are over 150,000 blind people in Thailand, many of whom make less than minimum wage. Sadly, they are discarded in Thai society and deemed someone else’s problem. We wanted to make people stop and realize that the blind can live not just ordinary, but extraordinary, lives. These people may be physically blind, but perhaps the rest of us are the ones who are spiritually blind to their situation... We created three, 13-minute films based on the true-life stories of three blind auteurs. Shown at the world-famous Siam Paragon cinema, each told a beautiful tale of what it was like to live life blind. The story of a man who became blind at 13; his life restless until he found love – an emotional story of stumbling in the dark to chase after the woman he knew he was meant to be with… A girl seeking advice about living with her blind boyfriend, learning how to use her elbow to lead him, but they soon realize the best way to experience life was to never let go of each other’s hands... And one very talented boy who wanted to be a radio announcer, his enthusiasm leading the audience into his imagination. The campaign helped raise more than 1 million and demand for seats was so high that over 500 people attended the premiere, with some having to sit in the aisles. Many laughed. Many cried. They all forgot that they were watching movies created by the blind.

The Brief

Our goal was to sell out our showing at Siam Paragon Theatre (250 seats), raise 72,000 Baht and to shine a light on the actions of the Foundation for the Blind.

Results

The campaign helped raise more than 1 million Baht to help blind people keep living and continuing to tell their stories. Demand for seats was so high that over 500 people attended the premiere, with some having to sit in the aisles. Many laughed. Many cried. They all forgot that they were watching movies created by the blind. The top news show in Thailand covered the event with almost 20 minutes of airtime, generating 86 million impressions. So that even though they’ve never seen the world, the world might one day start to see them.

Execution

We created three, 13-min films based on the true-life stories of three blind auteurs. Shown at the world-famous Siam Paragon cinema, each told a beautiful tale of what it was like to live life blind. The story of a man who became blind at 13; his life restless until he found love – an emotional story of stumbling in the dark to chase after the woman he knew he was meant to be with… A girl seeking advice about living with her blind boyfriend, learning how to use her elbow to lead him, but they soon realize the best way to experience life was to never let go of each other’s hands.. And a very talented boy who wanted to be a radio announcer, his enthusiasm leading the audience into his imagination while he narrates stories using his astonishing gift of visual hearing that enables the audience to see for themselves

The Situation

There are over 150,000 blind people in Thailand, many of whom make less than minimum wage performing in the street, selling lottery tickets, or giving massages. Sighted people can’t relate to and don’t want to understand the challenges they face. Sadly, they are discarded in Thai society and deemed someone else’s problem.

The Strategy

Blind people have the same life experiences and feelings that sighted people do, but their handicap creates a profound difference that is difficult to understand. We wanted to humanize their plight and show the world that the blind can and do live and love in society without relegation to the background and streets.