H&R Johnson launches the revolutionary Tactile Campaign to aid the visually disabled
~The Red Ramp Project
by Johnson Tiles is an initiative to build awareness for making India
access-friendly for the differently-abled~
Mumbai, September
2017: It's not easy to live in India if you're one of the millions of people
who are differently-abled. There are not enough ramps for wheelchairs; the pavements
are utterly unfriendly to people who are blind, public transport buses and
taxis don't have special facilities and there are a millions of other problems
that the differently-abled people face every day in India. H&R Johnson (India),
India’s leading Integrated Lifestyle Solution provider offering tiles, bathroom
products and modular kitchens, proudly launches the second phase of their “Red Ramp Project” to spread awareness
in order to make India accessible for the visually impaired with the use of
tactiles in public spaces. This Campaign is a second initiative of the “Red Ramp Project” executed in 2015 by Johnson Tiles.
Conceptualized by Soho
Square, the campaign features Adwait Marathe, a person who is blind since
birth yet is an established actor, singer and a theatre personality in real
life. He portrays how tactiles help him commute independently in his daily
life. The campaign is about instilling self-confidence in the minds of the
visually disabled to be able to move around independently with the support of
better infrastructure across the country. This campaign will hopefully nudge
every individual to contribute in some small capacity starting by looking at
the public places around them with sensitised eyes.
Supporting the initiative as the Goodwill Ambassador of the campaign Actor Katrina Kaif said “The Tactile campaign by H&R Johnson
can impact a lot of lives in a beautiful way. I am very happy to be associated
as a Goodwill Ambassador of the campaign and we can all collaborate with the
authorities to make India more accessible for the differently-abled. Together
we can become the face of change.”
There are 37 million blind people across the globe of
which 12 million are in India. Johnson
Endura Tac Tiles is one innovation from H&R Johnson’s portfolio which are laid in public places to
provide cues combined with information to assist visually challenged people to
commute independently and to make India access friendly.
Mr. Ketan
Trivedi, Senior General Manager Marketing – H&R Johnson (India), says
“H&R Johnson is known for bringing our innovations in products and we also
strongly believe in being a socially responsible entity & contribute to the
welfare of the society at large. The first step towards bringing any change is
to create awareness. Over 2% of our country’s population suffer from some form
of disability. Of the 37 million blind people in the world over 12 million are
from India. . The Government of India’s Accessible India Campaign is a very
noble campaign that aims for achieving universal accessibility for Persons with
Disabilities (PwDs). The “Red Ramp
Project” is a small step from us
for raising awareness for the need to make India access friendly for our
differently-abled brethren. We hope this “Red
Ramp Project” enables people and other organisations in India to sit up,
take notice and contribute in their own ways towards making our country access
friendly”
The entire
campaign has been conceptualised and shot by Soho Square. Anuraag Khandelwal, ECD and Creative Head, Soho Square (Mumbai),
said, “We always knew that the “Red Ramp Project” couldn’t be a one-off
initiative. We had to follow through. And that’s when tactiles came into the
picture. After months of research and meetings with the visually-impaired, we realised
that for some, even a fifty metre journey is akin to climbing a mountain. And
that became the driving force behind the current TVC. It’s not the disability
that stops them, but the lack of appropriate infrastructure that doesn’t allow
them to live their daily lives independently."
Johnson
Endura Tac Tiles has also been laid down in a number of places across the
country. It has been used in majority railway stations in Mumbai such as Bandra
& Mumbai Central railway stations, Bangalore, Hyderabad & Kochi Rail
Metro projects to name a few in order to provide differently-abled people easy
access across the cities.
To ensure involvement and garner support for this
initiative, H&R Johnson has created a portal www.redrampproject.org to seek
support to make public spaces access-friendly for the disabled. This portal
will also act as a one point contact for people to connect across social media
platforms and increase conversation on the topic.
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