The Campaign

In Thailand, blind people are often perceived to be inferior but losing one sense enhances the others; especially a sense of taste. The Thai Blind Association wanted to make their disability the new ability. Hosted by blind people in order to find restaurants where food is all about the taste rather than their looks the show became an instant hit. The blind is not only capable of being a lotto seller but the one with a real ability.

The Brief

Thailand Association for the Blind wanted to change society's perception of the blind and expand their life and career opportunities by turning their disability into their new ability.

Results

The content became an instant hit, it was reposted online on hundreds of websites, spreading the show and earning hundred of millions of impressions. Every week people will be waiting for honest food comments from the blind and follow their recommendations. The post-launch statistics show a very effective result: - more than 50 episodes, total minutes 2,250 min - 80% prefer food critics from blind people - 76% aware of their other capabilities And most importantly we have changed the perception of the blind … from one that only sees the disability… to one that is full of unseen potential.

Execution

One insight we learned from the blind is that losing the sense of sight enhanced their other senses: touch, sound, smell and taste. Based on this insight along with Thai's love of food, together with Thailand Association for the Blind, Thairath TV created ‘BLINDTASTE’ -- Thailand's first ever food critic TV program hosted by the blind. It focuses solely on the taste and smell of food, but not the look of it. It reminds the audience to look further to the inside of each dish and each person. We got many celebrities to try out to be blind for one day and have the blind to lead their ways throughout the show. So everyone can also really see what the blind are capable of.

The Situation

In Thailand, there are approximately 700,000 blind people, and they are often perceived as inferior. They are being treated as a lower class of people with less job opportunities and professional careers in society.

The Strategy

In order to create positive portrayal of the blind and reveal their hidden potential to society, we needed to find a cultural interest (food) that they could relate to and become excited about, and a touch point we could use where they would be open to receiving our message. To achieve the greatest penetration into the homes and minds of the Thai public, we selected TV as the main medium and online channels as support. The public would be comfortable watching this program from their homes and could relate to the food element of it.