Cheil WW India launched the Morse Code-inspired app in April and its new campaign has generated over 78 million views
For deaf blind people, the problem of communication may seem almost insurmountable, and certainly frustrating. Of course, we’re all familiar with the example of the famous activist and lecturer Helen Keller, the first deadblind person to earn a Bachelor’s degree but but in the 21st century, when so much information is available at our fingertips via video, social media, online news, people who are deaf blind can be cut off from the rich seam of human knowledge available online.
Back in April, Samsung and Cheil WW India launched Good Vibes, an app that uses the principles of Morse Code and smartphone vibrations to give deaf blind people access to that information, as well as allowing them to write messages via a pattern of taps. The app converts voice and text into vibrations – and converts vibrations into voice or text messages.
The tech is impressive – but now Samsung is pushing the app out via a dramatic and emotional film campaign, ‘Caring for the Impossible’. As a campaign, the film serves a dual purpose – for one simply getting the message out about the app for families, friends, teachers and carers of deaf blind people. It also fulfils a bigger, brand building role for the tech company, which has been embedding itself in Indian society through a series of socially-relevant, purpose driven, heartfelt campaigns.
Caring for the Impossible has only been online for a week and it has clocked up over 78 million views on YouTube.