Hungry Minds changes its viewpoint with EQLA

In Belgium, partially-sightedness affects more than one person in 100, 10 times more than blindness. However, the general public are not well aware of it. This is chiefly because partially-sightedness is a disability that cannot be seen.

To raise public awareness and provide visibility about the visually impaired, Hungry Minds has devised an immersive campaign. After meeting 4 visually impaired people, the agency created Plexiglas panels that reproduced their specific vision as faithfully as possible. In collaboration with VisitWallonia, these panels have been placed in emblematic locations in their region: in Thuin, in the Hanging Gardens; in Bouillon, at the Giant’s Tomb; in Namur, at the Citadel; and in Brussels, at the summit of the Mont des Arts hill.

Tourists and passers-by can thus gain a better understanding of the daily lives of visually impaired people. The installations are accompanied by an explanation and a QR code containing a link to the testimonial of the person whose view is represented.

Alongside this action, an online campaign was also organised via the creation of Instagram filters. Each filter represents one of the four main forms of visual impairment. These filters, highlighted by content creators, allow users to try out this experience wherever they may be.

This campaign’s objective is twofold: on the one hand, it puts visually impaired people in the spotlight during Vision Week, and on the other, it reminds the general public to keep an eye on their eyesight, in particular by consulting an ophthalmologist regularly.

 

Campaign elements :

 

Testimonials

Laetitia’s testimonial

Julie's testimonial

Roger's testimonial

Alex's testimonial

 

Photos of the installations