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Just 23% of blind people in Peru can find employment, according to Lima-based non-profit Cercil Perú. People with low to no vision are also rarely visible in advertising. Tackling two issues with one campaign, Cercil has launched a modeling agency for blind folks: Modelos que se hacen ver, or 'Models that make themselves seen.'
Cercil worked with Havas Group Peru to cast models and take their photos in a studio shoot. The campaign also came up with a few ideas for potential clients. Figuring that people who wear shades day in and day out are ideally suited to modeling sunglasses, Havas mocked up ads for Ray-Ban. It also drew up a few for Hyundai and Scotiabank.
'Modelos que se hacen ver' builds on a 2020 campaign by Cercil — 'Modelos que nadie ve' or 'Models that aren't seen' — which drew attention to the absence of people with vision impairments in advertising.
Omnipresent as it is, advertising provides a powerful platform to move inclusion forward. By making underrepresented groups visible, brands can reset their audience's expectations. And while advocacy groups like Cercil may appeal to the better nature of major brands, advertisers don't have to act out of the goodness of their corporate hearts. In a 2021 global survey by Deloitte, 57% of consumers stated that they're more loyal to brands that demonstrate commitment to addressing social inequities in all their actions.
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