H & R Johnson, an integrated lifestyle solution company, has made an effort to start a conversation about the plight of blind population in the country through the second phase of their CSR initiative, the Red Ramp Project.
Research shows that the simple act of laying tactiles in public spaces can go a long way in helping the blind navigate independently. These unique non-fade, non-slip tactiles with distinctive surface patterns are detectible underfoot or by a long cane. These surface indicators provide cues to assist visually impaired people of their approach to streets and hazardous drop-offs. H & R Johnson started manufacturing tactiles for the same reason. While globally, tactiles are used in walkways, footpaths and railway stations to help the visually challenged navigate easily and safely, India has yet to use them extensively in public spaces.
In keeping with the company spirit of making India accessible for the differently abled, H & R Johnson in collaboration with Soho Square created the second phase of the Red Ramp Project. This recent initiative captures a blind man’s struggle and subsequent victory with the help of tactiles. They have roped in Katrina Kaif for the project.
Speaking of the second phase of the initiative, 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 initiative. It’s not their disability that stops them, but the lack of appropriate infrastructure that can allow them to live their daily lives independently.”
Ketan Trivedi, General Manager, H & R Johnson added, “The company is known for bringing in innovative products that help the society at large. Of the 39 million blind people in the world, over 12 million are from India. That is a big number. We wanted to use our product to make a difference, however small. A simple question played on our minds. When tactiles are used the world over, why can’t they be used in India too? And that went on to give birth to the second phase of the Red Ramp Project. As citizens and corporates, all of us need to come together and do our bit to assist the Government of India for making our public spaces access friendly through the Accessible India Campaign.”