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Sightwalks - Unacem | Clapboard Ad Archive
Sightwalks is a landmark public interest campaign launched in 2023 by Unacem and crafted by Circus Grey Peru that redefines urban accessibility for the visually impaired by introducing an innovative tactile sidewalk tile system across Lima’s Miraflores district. In partnership with Cemento Sol and the Miraflores District Municipality, this initiative addresses Peru’s most prevalent physical disability—visual impairment—by installing over 75,000 square meters of specially designed cement tiles embedded with a co-created, standardized signage system that enables users to independently identify essential services such as restaurants, banks, pharmacies, and convenience stores through tactile cues interpreted via canes. Developed over nearly two years through a collaborative process involving industrial designers, engineers, and national associations for the visually impaired, the system expands on existing global standards for tactile urban signage, prioritizing user experience and local context to enhance autonomy and mobility in one of Lima’s busiest and most visited districts. The campaign’s strategic narrative centers on converting sight into touch, transforming an often overlooked infrastructure gap into a powerful tool for inclusion and independence, while simultaneously engaging policymakers, urban planners, and the broader public to foster a more inclusive cityscape. The campaign’s FORMAT#1—Demonstration approach, as classified by Clapboard’s taxonomy, emphasizes transparent functionality by showing real individuals navigating the tactile system and participating in training sessions supported by braille brochures and audio instructions, ensuring practical adoption and empowering the visually impaired community beyond symbolic gestures. Miraflores’ mayor underscores the district’s longstanding commitment to inclusion, framing Sightwalks as a continuation of two decades of social policy aimed at accessibility, while Cemento Sol’s open patent for the tile design encourages scalability and replication across Lima and beyond. This systemic innovation benefits over half a million visually impaired individuals in Peru, positioning Unacem as a social change agent that leverages infrastructure to improve quality of life rather than relying on traditional product-centric advertising. The campaign earns a 74/100 in Clapboard’s global creative archive. Sightwalks matters to the industry because it demonstrates how deep collaboration and user-centered design can transform urban infrastructure into a catalyst for social equity, signaling a shift in public service campaigns toward tangible, scalable solutions grounded in lived experience.
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