Context:

#BirdBoxChallenge is a trend that went viral in 2019. People put on a blindfold and put themselves in danger, all for the wrong reasons, while visually impaired people go through this every day. 

Idea:

The Visually Impaired Association of Romania created a video that presents a young champion for the challenge, showing people that he’s blind at the end, to raise awareness of their daily struggle. 

Execution:

The content was posted online, shared, and became viral to convince people to redirect 2% of their income tax to help the visually impaired community. 

Results:

The campaign generated buzz by leading to a series of radio interviews and garnered reactions online: Reach: 67K, Impressions: 126.6K, Engagement: 5.2K