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Being the oldest dispute on the UN's roster of international conflicts, Kashmir has turned into a blind spot for the world over the years. In order to communicate to the people who … read moreturn a blind eye to Kashmir issue, we created special typography, using Braille, for the strong messages exhorting them to open their eyes and hearts to Kashmir’s pain.
This composite communication campaign was supported with a specially designed micro site, www.kashmirblindspot.jkccs.net that explained the current crisis in detail, gave comprehensive information about the scourge of pellet shotguns, and presented the plight of pellet victims in perspective. People could always go back to get more details and information as the site was updated regularly. We also launched a heart-wrenching video to drum up support for its hash tag #KashmirBlindSpot used during the scheduled Twitter storm planned for the campaign. The promotional video went viral garnering over 500K views and 50K shares within 24 hours of its release on Facebook. With 20 million plus impressions, 8.5 million plus reach on Twitter, and over 25,000 poster downloads from the micro site #KashmirBlindSpot Campaign hit all the right spots and generated a huge response for the cause.
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