Created by LewLara\TBWA, the platform Adote um udio uses technology to show how to feel Christmas
Writing letters to Santa Claus is a Christmas tradition that has been perpetuated over the years and thinking about children, young people and adults who are blind and have low vision, the Dorina Nowill Foundation for the Blind is promoting for the third consecutive year the platform Adote um udio, which replaces the texts written by audios.
Created by LewLara\TBWA, the action Feeling Christmas, part of the Adote um udio platform, gained reinforcements in 2022 and the children, adolescents and adults assisted by the Foundation had their audio letters to Santa Claus submitted to artificial intelligence.
Christmas is a very visual date. It’s the colorful ornaments, the glow of the lights, the thematic decorations. And, of course, even Santa Claus. But the magic of Christmas goes beyond what we see. what we feel. And this is exactly what the children of Fundação Dorina Nowill para Cegos teach us in this campaign, said Rodrigo da Matta, executive creative director of LewLara\TBWA.
Until December 21st, more than 60 stories narrated by children, young people and adults by Fundao Dorina will be available to be adopted and, to participate, just access the website, listen to the available stories and, for the one that you most identify with, click on adopt, you will automatically be redirected to checkout via PayPal.
In addition to adopting the audios, which may run out depending on sponsorships before the end of the campaign, people can make a financial contribution to the entity, which will be directed towards free activities and services provided by Fundao Dorina over the next year.
Santa Claus is one of the most iconic symbols of Christmas. We grew up with the image of the good old man, who distributes gifts on December 25th. In a way, the Adopt an Audio campaign comes to rescue this Christmas magic. We are going to encourage inclusion while fulfilling the wishes of blind and low vision children and adults, said Alexandre Munck, Executive Superintendent of the Dorina Nowill Foundation for the Blind.
The action was created and operated by the LewLara\TBWA agency, and had a partnership with companies such as Produtora Pancs, through Judith Belfer (scene director) and Marcia Branco (producer), responsible for capturing images, and the Cabaret Audio, through Ingrid Lopes, for processing the audios. To give even more visibility, Adote um udio also has the support of Eletromdia with OOH.
