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Election in the Dark

Election in the Dark | Yahoo | Dentsu
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basics
Industry: Internet sites & Services
Media:Cyber
Market:Japan
Style: Minimalism
descriptioncnen
Synopsis
310,000 people who are visually challenged, felt excluded from the election. According to a research, over 90% of the visually challenged people use screen reader software to “vocalize” various information from the internet in their everyday lives. However, this software vocalizes the textual information written on the HTML file, and it is not suited to vocalize PDF files. Nevertheless, it is required that the official election campaign bulletin containing all of the information about the candidate must be posted online as a PDF file. Although the right to vote is regarded as one of the most essential civil rights, people with heavy visual impairment were left behind, unable to obtain the most necessary information, who the candidates are, from online. Simply put, they are forced in an unequal state. As a major internet powerhouse, Yahoo Japan Corporation wanted to re-consider how an election should be, by bridging this information gap.
Strategy
We targeted this campaign to all internet users, voters, visually challenged, and journalists. By launching the microsite when everybody’s attention is towards the Tokyo Metropolitan Election, we gained interests from everyone including the media and resulting in a huge nationwide discussion. Together with the release, we hosted a media event which demonstrates how visually challenged use this microsite. By showing how the visually challenged use the internet live, we clarified the media what the problem is in reality. Additionally, before launch, by leaking this initiative to one of the most viewed nationwide news programs which has a viewing rate over 12%, the project was specially featured. Eventually, we extensively raised awareness of this invisible online election information gap. Moreover, by designing the overall online experience to let viewers speak up on social media, the project further proliferated regarding the gap which exists between the visually challenged and the upcoming election.
Relevancy
The project succeeded in publicly exposing the outdated law, which infringes the most fundamental right: voting. The campaign also deepened the understanding of election rights for people with disabilities and contributed to bring more matured democracy. The project began when people's attention was targeted towards the Tokyo Metropolitan Election. Citizens noticed this disparity in voting rights of the visually challenged and protested on social, stimulating a nation-wide social debate. Ultimately, all political parties agreed to resolve the problem. The project proposed a new usage to the web media by providing two separate experiences for the targets to address this issue.
Outcome
This campaign achieved phenomenal results. •Achieved +250 media coverage including a major news program in Japan. Overall media impression totaled +257,300,000JPY(Approx. 2,330,000USD). •People voiced their opinion regarding the issue of information disparity of the visually challenged on social media. Politicians approved this project and claimed to resolve this information disparity. •Subsequently, every major political party promised to resolve this information disparity regarding the visually challenged people face. •As a result, the voting rate in Tokyo increased by 17.9% than the previous election, and became the highest voting rate in the past 5 years. Early voting rate increased by 51.0% than the previous election. The number of votes casted became the highest ever in history. •+1,200,000 page views in 10 days since the launch. •+6349% higher traffic than past similar website released by Yahoo Japan Corporation. •The Ministry of Internal Affairs and Communications is working to change the voting regulations.
Execution
Prior to the Election, the microsite was launched containing comprehensive candidate information. This website has two objectives. 1): Let the sighted people realize this unknown human rights problem. 2): Enable the visually challenged to smoothly access necessary candidate information. To achieve them, we collaborated with various visually challenged people, and their supporting organization, experts in public welfare to ensure usability for the visually challenged. The UX/UI and the “audible experience” of the website improved through numerous discussions and mockups. Moreover, not just the candidate information, but further enriched the microsite experience by adding detailed personal information of the candidates, comparable policy check sheet among various parties, questionnaires obtained from the parties, and specially written columns about the election to ensure pleasant audible experience. June 22(THU), 2017: Microsite launch June 28(WED), 2017: Comprehensive candidate information published July 2(SUN), 2017 Election & vote count July 3(MON), 2017: Preliminary election results posted
CampaignDescription
To present this issue, instead of a PDF, we launched a text-based microsite with every candidate’s information. However, at first glance, this website is in complete darkness with no comprehensible information/hierarchy available. All election information is written in black text on a black background. This site expresses the state for visually challenged, who cannot obtain information despite the information being there. First, the sighted visits the website hoping to obtain necessary election information, but experience inconvenience instead by not obtaining anything. Soon after, the sighted understands this situation “replicates” the current state of the visually challenged, which eventually makes them realize the deepness of this unknown human rights problem. Nonetheless, through special software that vocalizes the non-visually information on the HTML, the visually challenged access the content without difficulty. By switching the positions of sighted and visually challenged, we provided a solution, and raised awareness about this overlooked information gap.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Use of Branded Content created for Digital or Social
Clio Awards 2018
Silver Brand Design
Direct Marketing
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