The best of non-profit advertising and marketing for social causes

White cane “Web Blackout” – Beli štap

White cane “Web Blackout” – Beli štap

Udruženje slepih i slabovidih Beli štap: White cane Web Blackout

Great new digital pro bono campaign by McCann, Belgrade and MRM, Belgrade.

My recommendation: watch this video fullscreen (more info after the video):

“Our task was to help the NGO for blind and visually impaired people “White Cane” and their cause: the purchase of guide dogs. As our budget was very limited, we decided to go with a special digital campaign. The idea was to create a synchronized internet blackout on many major web portals in Serbia, so that the visitors of these portals could literally feel “blind” for one minute. By utilizing completely black takeover banners, the usual content of the portals was transformed into a confusing world of sounds and speech. Using a white cane instead of the typical cursor, the visitors could experience various contents of the web sites, while deprived of the visual component. Finally, the banners were linked to web-site of the client and the page that was explaining the cause of the campaign.” said Creative Director Vladimir Ćosić

Udruženje slepih i slabovidih “Beli štap”
McCann, Belgrade
Additional credits:

Belonging to the first generation of true Europeans, with roots almost covering the continent, I spread my life between Germany and Serbia. Read more