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Greenlam has created a new digital campaign #inclusivenormal for the Diwali season to launch its new collection of resistant covid laminates. Mirum India, a digital solutions firm within the wpp community, creatively led the campaign.
Covid-19 has almost promptly managed to change different aspects of our lives. A highly social animal was forced to make social distance a component of their ‘natural’ way of life. And while we call it the #newnormal, we all feel that it’s not necessarily, well, all that normal internally!
Touch and feel are integral parts of our life, and as a second protective skin, constantly wearing PPE kits or other devices feels highly awkward and unpleasant as it hinders our contact with surfaces. However, for the blind community, it is a devastating improvement.
The movement, conceptualized and implemented by Mirum India, communicates the need for #inclusivenormal and sensitizes the audience to the dangers of social distance and lack of contact to be discussed by the blind community. It has been increasingly difficult for visually disabled people to go about their day.
The visually impaired have faced more problems than ever before, with people unable to give assistance from the fear of catching the infection, visual-first signs for social distance rules and designated areas, contactless services, and industry, to simply covering common touch surfaces with plastic sheets for easy disinfection in-turn making them foreign to touch.
In the digital film, we understand and see how hard it is for a member of the blind community to trace her delivery in the #newnormal, which depicts the notion of apathy, where when constructing this #newnormal, there is an unintentional oversight that we are all guilty of.