What is Sightwalks about?

Sightwalks is a 2023 public service campaign created by Circus Grey Peru for the brand Unacem. It focuses on enhancing urban inclusivity in Lima by installing a system of tactile sidewalk tiles in the Miraflores district. Developed in partnership with Cemento Sol and local visually impaired associations, the campaign introduces a standardized tactile signage system that enables visually impaired individuals to navigate independently by identifying essential services through touch. This initiative addresses a critical gap in urban infrastructure, promoting autonomy and accessibility for over half a million visually impaired people in Peru’s most visited district.

What creative device does Sightwalks use?

Sightwalks employs the Demonstration format as classified by Clapboard’s 12-format taxonomy. This creative device directly shows how the tactile sidewalk tile system works and highlights its practical benefits. The campaign uses real-life applications, testimonials, and instructional elements to illustrate the innovation’s impact on autonomy and inclusion. Rather than relying on dramatization or symbolism, the campaign’s primary creative approach is transparent functionality, showcasing the product’s social value through clear, demonstrative storytelling.

What is the campaign proposition for Sightwalks?

Sightwalks positions Unacem as a facilitator of social change by delivering autonomy and independence to visually impaired individuals through a tangible innovation. The campaign targets not only the visually impaired community but also policymakers, urban planners, and the general public, emphasizing the importance of inclusive urban development. By co-creating a tactile signage system with local associations and integrating training programs, Unacem underscores its commitment to societal well-being and scalable infrastructure solutions that address Peru’s most common physical disability.

How does Sightwalks rank in Clapboard's archive?

The Sightwalks campaign holds a Clapboard Campaign Score of 74/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. It indicates the campaign’s effectiveness in delivering a socially impactful message through innovative design and collaborative development.

Who are the competitors in Unacem's category?

Unacem’s competitors in the Peruvian cement and construction materials market include Cementos Lima, which emphasizes sustainable urban development and social inclusion initiatives; Loma Negra, known for innovation in construction materials and regional distribution; Cementos Pacasmayo, which focuses on quality, accessibility, and partnerships with local governments for inclusive infrastructure; Holcim Perú, combining global expertise with local knowledge to drive sustainable building and social impact projects; and Argos Perú, which integrates cement and construction services with a focus on urban modernization and accessibility solutions.

This Unacem campaign uses tactile sidewalk tiles co-created with Peru’s visually impaired to redefine urban autonomy — Clapboard's Global Ad Archive.

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Description

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.