Blind with good

The AMV BBDO agency put up the poster with artificial Maltesers balls at a bus station. On January 4, International Braille Day. Apart from the Maltesers pack shown, this is no visual explanation for sighted people. But pure equality: An audio chip was integrated into the poster, which was available for those curious about the translation on the Facebook page of the company. There the resolution: "I once caught a very fast bus. It turned out to be a fire engine. #LookOnTheLightSide".

Not entirely unimportant: the agency didn't make the joke up out of thin air. It comes from a blind woman called Michelle. She was part of a focus group that Maltesers set up in collaboration with Scope, an aid organization for people with disabilities.

This is not the first time that Maltesers in the UK has actively involved people with disabilities in its advertising. During the 2016 Paralympics, the company caused a sensation - and enthusiasm - with a TV campaign. In the commercials, disabled people make jokes about their own disabilities. A woman with spasticity tells how she had a seizure in bed - and why her new boyfriend still liked it. A deaf woman tells how her boyfriend's dog ate her hearing aid. And how she was then reassured by her boyfriend that she would get it back tomorrow.

https://www.youtube.com/watch?v=/YgUqmKQ9Lrg

https://www.youtube.com/watch?v=/lYIEAIogarI

With the claim "Look On The Light Side", Maltesers is fighting for a more light-hearted, relaxed approach to people living with a disability. After all, taboos, distance and pity certainly don't make those affected feel like normal people integrated into society.

The commercials were broadcast on Channel 4 - the station that not only broadcast the Paralympics, but also heroically and enthusiastically announced them in advance with the "Superhumans" commercial (Werbewoche.ch reported). (hae)