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SUB CATEGORY :
USER EXPERIENCE FOR MOBILE
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COMPANY ENTERING :
CHEIL WORLDWIDE INDIA, GURGAON
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TITLE :
THE GOOD VIBES PROJECT
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BRAND :
GOOD VIBES
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ADVERTISER :
SENSE INTERNATIONAL INDIA
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AGENCY :
CHEIL WORLDWIDE, GURGAON
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CREATIVE DIRECTOR :
VINOD SIVAN/VIJAY SIMHA VELLANKI
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COPYWRITER :
NISHITH SIDANA
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ART DIRECTOR :
KAILASH CHANDRA BHATT
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OTHER CREATIVE CREDITS :
ROHIT KUMAR
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PHOTOGRAPHER :
VINOD SIVAN
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CAMPAIGN SUMMARY :
ENTRY: THE FIRST, TWO-WAY COMMUNICATION TOOL FOR THE DEAFBLIND. BRIEF: 95% OF ALL LEARNING HAPPENS FROM SEEING AND HEARING. AS THE DEAFBLIND CAN DO NEITHER, THEY LIVE LIFE IN A VOID. WHILE THERE IS BRAILLE, IT’S NOT TWO-WAY LIKE TALKING OR CHATTING. SOLUTION: AFTER INTERACTING WITH THE DEAFBLIND AND THEIR CAREGIVERS, WE KNEW WE HAD OUR TASK CUT OUT—DESIGN A USER EXPERIENCE THAT REPLICATES ‘TOUCH & FEEL’ - THE ONLY FORM OF TWO-WAY COMMUNICATION USED BY THEM. IT HAD TO BE EASILY AVAILABLE, AND AFFORDABLE. THE ANSWER WAS THE SMARTPHONE. USING VIBRATIONS, WE FOUND A WAY TO CONVERT ENGLISH ALPHABETS INTO INPUT AND OUTPUT. WITH THE GOOD VIBES APP, WE DUG DEEP AND EXPLORED A WHOLE NEW DIMENSION OF APP DESIGN: ONE THAT WORKS FOR THOSE WHO CAN’T SEE NOR HEAR. THE RESULT IS ‘INVISIBLE UI’ – PROBABLY THE FIRST OF ITS KIND. AND IT WORKS LIKE MAGIC.
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THE BRIEF :
CHALLENGE & INSIGHT FOR HUMANS, 95% OF ALL LEARNING HAPPENS FROM SEEING AND HEARING. NOT SO FOR THE DEAFBLIND COMMUNITY—AS THEY CAN NEITHER SEE NOR HEAR, THEY LIVE LIFE IN A VOID. WITH OVER 500,000 DEAFBLIND IN INDIA ALONE—THEY EXPERIENCE EXTREME CHALLENGES WITH COMMUNICATION AND FACE DISCRIMINATION. WHILE BRAILLE HELPS THEM READ AND LEARN ABOUT THE WORLD AROUND THEM, IT IS NOT A TWO-WAY COMMUNICATION LANGUAGE LIKE TALKING, CHATTING OR EVEN SIGN LANGUAGE. HOW CAN WE OVERCOME THESE LIMITATIONS BY USING TECHNOLOGY?
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THE STRATEGY :
WHAT MOST PEOPLE DO NOT KNOW IS THAT DEAFBLIND CHILDREN AND ADULTS CAN BECOME ACTIVE MEMBERS OF SOCIETY IF PROVIDED WITH THE RIGHT SUPPORT. THE GOOD VIBES PROJECT, WITH THE GOOD VIBES APP AND TRAINING MODULES (FOR THE DEAFBLIND AND THEIR CAREGIVERS), IS DESIGNED TO EVANGELISE THE USE OF THE APP SO THAT THE DEAFBLIND ARE INTEGRATED WITH OUR SOCIETY. THIS WILL GIVE THEM THE MUCH NEEDED PARITY AND SOCIETAL ACCEPTANCE—AND AS SUCH MAKE THIS PROJECT A SUCCESS.
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THE EXECUTION :
AFTER INTERACTING WITH THE DEAFBLIND AND THEIR CAREGIVERS, WE KNEW WE HAD OUR TASK CUT OUT. WE HAD TO DESIGN A USER EXPERIENCE THAT REPLICATES ‘TOUCH & FEEL’ - THE ONLY FORM OF TWO-WAY COMMUNICATION USED BY THEM. WITH THE GOOD VIBES APP, WE DUG DEEP AND EXPLORED A WHOLE NEW DIMENSION OF APP DESIGN: ONE THAT WORKS FOR THOSE WHO CAN’T SEE NOR HEAR. THE RESULT IS ‘THE INVISIBLE UI’ – PROBABLY THE FIRST OF ITS KIND. AND IT WORKS LIKE MAGIC!
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THE RESULT :
APP LAUNCHED TO A LIVE AUDIENCE (DEAFBLIND AND THEIR CAREGIVERS) ON 15TH JANUARY 2018 AT THE NATIONAL TRAINING FOR ADULT DEAFBLIND, AHMEDABAD, INDIA—ORGANISED BY SENSE INTERNATIONAL INDIA. THE LAUNCH WAS FOLLOWED BY AN IMMERSIVE WORKSHOP WHERE THE CAREGIVERS WERE GIVEN ENGLISH/MORSE CONVERSION TRAINING MATERIAL ALONG WITH THE APP DOWNLOADED ON TO THEIR SMARTPHONES. THE DEAFBLIND, ASIDE TO THE SMARTPHONE WITH THE APP INSTALLED, WERE GIVEN SPECIAL, RAISED-UV COATED ENGLISH/MORSE CUE CARDS WITH DOTS AND DASHES THAT THEY COULD FEEL WITH THEIR FINGERS. AND, A SHORT WHILE LATER—THE DEAFBLIND AND THEIR CAREGIVERS WERE MESSAGING 'HELLO' TO EACH OTHER—FOR THE FIRST TIME, USING A SMARTPHONE!
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