Cultural / Context information for the jury

It has been 20 years since guide dogs for the visually impaired are introduced in Korea. However, they are still not welcomed up to now. Even though there will be legal responsibility for refusing to allow guide dogs without justifiable reasons, restaurant/cafe/taxi and other public spaces restrict access to guide dogs because other customers may not like it. Korea Blind Union and Korea Assistance Dog Association conducted a "Welcome Block" campaign to improve false social awareness of allowing guide dogs and expand the scope of life for the visually impaired.

Write a short summary of the ambient work.

To change the perception of allowing guide dogs, we conducted a special outdoor advertisement at the communication touchpoints. Just like a mat that welcomes customers, we installed a Welcome Block on the floor in front of the store as a new medium to welcome guide dogs. Especially, Welcome Block is designed using braille blocks that assist the visually impaired and made to be noticeable not only to the visually impaired but also to the general public, which increases the efficiency of message delivery.