This ramp made of tiles gave the physically-challenged access to the sea on their wheel-chairs and crutches. The campaign was conceptualised by Soho Square
BestMediaInfo Bureau | Mumbai | May 20, 2015[caption id="attachment_54409" align="alignnone" width="480"] Click on the image to watch the TVC.[/caption]
H&R Johnson has recently launched an initiative to help the physically-challenged get more access to places hitherto unreachable. Called The Red Ramp Project, the company had, as a start, created a ramp using their tiles on Kiri beach in Goa. This ramp gave the physically-challenged access to the sea on their wheel-chairs and crutches. The project was conceptualised by Soho Square Mumbai.
Commenting on the initiative, Sushil Matey, Chief Operating Officer, H&R Johnson, said, “H&R Johnson was looking to appropriate a larger good to the brand. We did evaluate a few initiatives, but this one appealed the most to us because of its need in India and its uniqueness and scalability. We expect this movement to gain traction as more people, Government bodies and NGOs participate in it. We at H&R Johnson shall be happy to contribute to this noble cause.”[caption id="attachment_42352" align="alignleft" width="150"] Anuraag Khandelwal[/caption]
Anuraag Khandelwal, ECD and Creative Head, Soho Square, Mumbai, added here, “This has really happened after a lot of personal experience; I have been on crutches since childhood. Public spaces like temples, beaches, cinema halls, railway stations, cafes, etc., are mostly out of bounds. Small joys are a big struggle. Hope that this initiative sparks debates, conversations, and some change.”
Agreeing with his partner at the agrncy, Satish DeSa, ECD and Creative Head, Soho Square, Mumbai, said, “Our society in not really sensitised to the needs of differently-abled people. We hope this initiative sensitises people at the least. The intent is to make people think, ‘hey this place doesn’t seem very welcoming to a physically-challenged person’.”
A website, www.redrampproject.org, also allows visitors to highlight locations where they feel such a ramp is required and login to support the cause.
Client: H&R Johnson
Agency: Soho Square
ECDs: Anuraag Khandelwal, Satish DeSa