- McCann Belgrade and MRM Belgrade have developed a pro-bono campaign for White Cane, a Serbian advocacy group that helps provide guide dogs for the visually impaired.
- "Web Blackout," as the campaign is called, features completely black takeover banner ads on Web portals in an effort to simulate blindness.
- The campaign is still running, but so far has garnered impressive results; the click rate has been high and interaction on social media has been impressive.
From the article:
"The idea was that site visitors could feel “blind” for one minute. The blackout takeover banners transformed the regular content on sites into a disorienting world of random sounds and speech. Site visitors’ cursors appeared as white canes that they could use to blindly tap around the blacked-out sites to experience only audio components of content, without any visuals. The banners linked back to the White Cane site in the hopes that more Serbians would become aware of the cause."