India has over 10 million physically challenged people – those who move about in wheelchairs or on crutches. Most live normal lives, except when it comes to accessing basic public spaces such as office buildings, railway stations, beaches, airports, malls, cinema halls, parks and religious spaces. Most of us able-bodies take these places for granted but the fact is that only 5% of India is disable-friendly. Which means over 10 million people cannot visit these places unless they are carried by someone.
H & R Johnson, popularly known as Johnson Tiles is attempting to bring about a change in mindset of people and policy makers; the bath tile maker has launched the ‘Red Ramp Project’ as a way to sensitize society towards making public places disable-friendly.
Johnson Tiles has created a ramp using its tiles on Kiri beach in Goa, as a result of which disabled people can now visit the beach and feel the waters lapping at their feet. The Red Ramp Project, conceptualized by Soho Square, features a variety of disabled people, including agency ECD Anuraag Khandelwal.
The video features the three lead protagonists with varying physical challenges and how this ramp helps them fulfil a long awaited dream – to visit the beach.
Fredrika Menezes, who has cerebral palsy, is a writer, a poet, and an author by profession. Salil Chaturvedi, a paraplegic, is a writer by profession. He has represented India in Wheelchair Tennis and is the only disabled person to have sailed Mumbai to Goa. Anuraag Khandelwal, who has polio, is the ECD at creative agency Soho Square, whose work has won many national and international awards.
The video serves for storytelling while the Red Ramp Project website helps a viewer take positive action. One can sign a petition at the site to make India a disable-friendly country, by just logging in through their Facebook or Twitter account. The site captures the social media conversations around the hashtag #RedRampProject.
HR Johnson has put its social media pages to good use by sharing relevant visuals and inspiring stories of disabled people, who have found success despite their disabilities. The film has been shared while asking people to join the conversation. On Twitter the hashtag #RedRampProject is gaining much appreciation from people. More than 300 petitions have been made at the campaign website till date.
— Johnson (@Hrjohnsonindia) May 17, 2015
— Johnson (@Hrjohnsonindia) May 19, 2015
— Johnson (@Hrjohnsonindia) May 21, 2015
Well executed on the digital ramp
Johnson Tiles has set a noble example for other brands with the ‘Red Ramp Project’. Making our country a disable-friendly one would go a long way in building our image and initiating progress. The choice of protagonists for the film throws light on a variety of problems faced by the disabled, though the solution only offers them access to the ocean. The brand has managed to create awareness by bringing in real people and their real stories.
Along with a good objective, the campaign has also made good use of social media to help sensitize and trigger debates on the need for disable-friendly public places, a topic usually ignored by mainstream. Sharing inspiring content related to differently-abled achievers adds context to the communication.
Johnson Tiles’ ‘Red Ramp Project’ has all the ingredients to make it participative, shareable and a feel-good one for its consumers. A win-win for the brand and the cause. Do sign the petition.