Sight is one of the most powerful senses. In the advertising industry, it's all about visuals: videos and pictures, banners, that's where marketers spend the most time and budget. Audio or other sensations are just details to fill in what is left. We decided to listen to the stories of the blind and partially sighted and create Vilnius’ video, based on their senses. Visuality is so not important here, but we can still 'see' the city and get in touch with it. Kind of brave, many doubts, if you can fall in love with the city of Vilnius without seeing it. We hope that the answer is YES. It evokes feelings and invites you to get to know it. We feel the spaces of the city, the texture of the city, the sounds of the city.
The video invites sighted people to step into the shoes of blind people living in our community and experience the city from their perspective. It is a challenge for everyone with sight, to stop relying on sight, to 'turn it off' and get to know the city without it. It can be so timid, it is sight and visual experiences that we rely on the most, but it is liberating. The campaign gives voice to the often overlooked community of the blind or partially sighted. Invites to dialogue, how much we can learn from each other. It invites the blind to share their experiences, and the sighted to listen.
The Vilnius City Municipality established the Universal Design Strategy in 2023, with a 10-year time frame as its goal. Improve Vilnius' accessibility for every part of the community by incorporating universal design principles into all organizational and infrastructure-related decisions. Making cities comfortable for everyone—children, retirees, and those with special needs—is at the heart of universal design. For instance, walkways that can be used by persons in wheelchairs and those without them are created in place of steps, and signs in parks are made to be both accessible to people who are blind or visually impaired and to the typical bystander. The idea of universal design was used to create the special Vingis Park map. The billboard serves as a universal information tool since it contains picture, text, color, tactile, and Braille content.