Joe, a guide to greater independence

Braille League

Joe, a guide
to greater independence

Client

Braille League

Thematic

Awareness Campaign

Services

Multi-channel Campaign, Content Production

Crew

Gabrielle Marsan, Iliana Couvez, Antoinette Ribas, Zoé Quertigniez, Johan Van Ransbeek, Juliette Pedron, Who Killed Joe, Niki Michiels, Jochen Decostere, MR81, Bert Degraeve, PAF, Cobra Studio, Twins Studio

Project description

Blind and visually impaired people face many challenges in their daily lives, whether at home, in the street, at work or in their social activities. Through its many services, the Braille League supports them in gaining autonomy and navigating everyday life with greater confidence.

For this awareness campaign, The Crew and the Braille League wanted to highlight the wide range of support the organisation provides. The challenge was to illustrate the breadth of its missions in a film of just 25 seconds.

The creative idea stems from the white cane, the universal symbol of visual impairment. In the film, the small white ball at the end of the cane comes to life and becomes a guiding character named Joe.

Throughout the story, Joe helps the protagonist navigate different moments of daily life. At home, in the street, at work, during sports and in social situations, he embodies the support offered by the Braille League.

To ensure truly inclusive communication, the film is accompanied by audio description so that blind and visually impaired audiences can fully experience the story.

The campaign has been rolled out across television, social media, radio, press, interviews, SoMe illustrations and posters.

Together, let’s make everyday life more accessible.