Brief Explanation

#BeTheirEyes is an outdoor idea that translates social photos into printed braille—to help more people see, one snap at a time. Since the Hong Kong skyline is one of the most photographed sights in the city, we simply asked people to share their Instagram shots using the hashtag #BeTheirEyes—with a short description of what they see. Then together with Hong Kong Blind Union, we translated these descriptions into printed braille stickers. And placed them back in the ambient settings where they were shot—creating unique outdoor touchpoints all over Hong Kong, specially tailored for visually impaired people to feel, explore and experience. So for the first time, everyone could see what we see. Since 80% of all visual impairment can be treated, Samsung also donated $10 for every photo posted. So it was more than just an idea, but a vision for the long term.