SIGHTWALKS

Background: In Peru, the most common disability is visual impairment. Despite this, the government does not prioritize addressing this issue, leaving visually impaired individuals largely marginalized and without support. On the other hand, Cemento Sol is a brand with over 100 years of history, committed to providing the best cement for all Peruvian families. This long-standing commitment to Peru drives the brand to improve the quality of life for everyone, offering solutions that make living experiences more inclusive and welcoming for each person, while contributing to the development of cities and the country. Cemento Sol firmly believes that quality construction, supported by the best cement, can positively transform the lives of all people, especially those most in need. In line with the brand’s purpose, Cemento Sol aimed to provide a solution by transforming the city into a more inclusive and welcoming place for visually impaired individuals. With a limited budget, we had to create the solution using what we had in abundance: cement. Creative Idea: We designed a new tactile signage system to improve the existing one. This is a novel vocabulary system that allows visually impaired individuals to identify the type of basic services or businesses in front of them simply by tapping the sidewalk with their cane. Following the universal system's pattern, a horizontal bar on the sidewalk indicates a tile where vertical lines can be felt and counted. Each number of lines corresponds to a category of commercial venue. For instance: • If the person taps one line, there is a restaurant in front of them. • Two lines indicate a bank. • Three lines represent a grocery store. • Four lines signify a drugstore, and so on. These sidewalks have been implemented throughout Miraflores, the busiest district in the country. They enable blind individuals to locate their destinations without needing to ask for assistance, allowing them to navigate independently. Insights & Strategy: The strategy was very simple. We had to create a system that helps blind people to move easily around the city, that also gives them independence and that can be very easy to learn and replicate in other cities. Strategically, we had to implement it first in Miraflores, the most important and busiest city, and then extend the action to all other cities in the country. Our audience was all the organizations for the blind that exist in the country and every person with visual impairment. They organizations helped us to train all visually impaired people to learn how the new system works. Execution: The development of the entire project took almost 2 years and was designed with the active participation of people with visual disabilities who were always testing the execution to ensure that it would be user-friendly and functional. First, a matrix model was made for each line number, and then they were mass-produced. The sidewalks were then installed throughout the city in a period of two weeks. The first stage of the implementation covered an area of 75,000 m2 throughout the central and busiest commercial area of the city. The biggest organizations for visually impaired were trained to teach and provide information on the use of the new system. Finally, they were inaugurated for the use of the city and for all its visitors. It´s a large-scale project, which intends to transcend from a single city to all the large cities of the country. Results: This initiative was a targeted, response-driven concept designed to engage a specific audience and build a connection with them. A real solution was provided for visually impaired individuals by understanding their needs, gathering insights from their experiences, and considering how the product could positively impact their daily lives. The response was exceptional. This solution made a significant difference in the lives of visually impaired people. A low-tech innovation not only improved their lives but also created a unique brand experience for each person who encountered something that only a brand like Sol Cement could have developed. The behavior change among visually impaired individuals was remarkable, and the overall sentiment was overwhelmingly positive. It is estimated that over 500,000 people will benefit from this initiative, with the potential for many more to be impacted in the future. The project benefited people with visual impairments and resulted in a +2pp improvement in Top of Mind (TOM) and Preferred Brand metrics. The Sightwalks concept can be replicated in cities across the country and internationally. The designs and patents are open and free, helping millions of people worldwide. Cemento Sol positioned itself as the brand building more inclusive, cement-based solutions for Peruvians. This project also sparked a broader conversation about the need for more inclusive cities in Peru. Cemento Sol is committed to this initiative and will continue donating cement to install new tiles in districts joining the project. If a business relocates, the corresponding tile will be replaced, ensuring the system remains functional and relevant.