Big Idea

Books have been a tried and true method of sharing information for centuries, however, there exists a portion of the community that is unable to access this information. Blind individuals, in particular, are often overlooked when it comes to information sharing, and as a result, are at a disadvantage in society.

To address this issue and promote inclusivity, Bairaha introduced a recipe Braille book for blind people featuring 20 chicken recipes - the first of its kind in Sri Lanka. The campaign was launched during World Reading Month to highlight the fact that reading is not exclusive to those with sight, but also accessible to the blind. The campaign consisted of three categories: a Braille book for fully blind individuals, a recipe book for visually impaired individuals, and an online platform.

Execution

The campaign kicked off with a teaser campaign followed by a story-telling video during the launch of the Bairaha Braille recipe book. The video and social media posts were shared across viral pages and an online PR campaign was launched to reach a wider audience.

Results

The campaign was a resounding success. The social media campaign alone reached a total of 96,000 people, with 97,000 video views and 53,842 post clicks recorded across various social media platforms. Additionally, the campaign generated an additional 6,000 followers on Bairaha's primary social media profile, which was listed as the organization's second-highest accomplishment.

Notably, during September's literacy month, the Bairaha film received the highest views in a single day. These achievements did not go unnoticed as Bairaha was awarded the Environmental Social Governance Initiative of the Year in Sri Lanka for 2021 at the FMCG Asia Awards. The Bairaha campaign not only provided blind individuals with access to information but also promoted inclusivity and was recognized for its commitment to social responsibility.