H&R Johnson points to possibilities for differently abled, with 'The Red Ramp Project'
View the project case conceptualised by Soho Square here
May 19, 2015 05:19:00 PM | Video | Campaign India Team Share -
H&R Johnson, a player in the bath tiles category in India, has launched an initiative to help the differently abled access places which they currently cannot access and experience.
Themed 'The Red Ramp Project', the brand has started off with a ramp created using its tiles on Kiri beach in Goa. This ramp gave the differently abled access to the sea on their wheel chairs and crutches. The project conceptualised by Soho Square features, among other differently abled people, the agency’s ECD Anuraag Khandelwal.
The case video details the limitations of these challenged people and captures their joy on being able to enjoy the beach. It leaves viewers with a thought: ‘If only one ramp on one beach for one day can make a difference… Imagine what an access-friendly India could feel like’.
Sushil Matey, chief operating officer, H&R Johnson, said, "H&R Johnson was looking to appropriate a larger good to the brand. We did evaluate a few initiatives but this one appealed the most to us because of its need in India and its uniqueness and scalability. We expect this movement to gain traction as more people, government bodies and NGOs participate in it. We at H&R Johnson shall be happy to contribute to this noble cause."
Khandelwal said, "This has really happened after a lot of personal experience; I have been on crutches since childhood. Public spaces like temples, beaches, cinema halls, railway stations, cafes etc. are mostly out of bounds. Small joys are a big struggle. Hope that this initiative sparks debates, conversations, and some change."
Satish DeSa, ECD and creative head, Soho Square, Mumbai, added, "Our society in not really sensitised to the needs of differently-abled people. We hope this initiative sensitises people at the least. The intent is to make people think, 'Hey this place doesn't seem very welcoming to a physically-challenged person'."
More on this project at www.redrampproject.org.