Models who make themselves seen

Agency: Havas Group Peru


Cercil, the rehabilitation centre for the blind in Lima, together with Havas Group Peru present an innovative campaign to collaborate with the labour insertion of blind people: “Models who make themselves seen”

Only 23% of visually impaired Peruvians can find work; that is why Cercil and Havas Group Peru joined forces and created a space in which they themselves can be more visible, transforming them into real advertising models.

"Models who make themselves seen" consists of a book in which blind people themselves are the protagonists. In it, they can be seen posing and parading with different models of sunglasses because who else than them models sunglasses in advertising campaigns, if they have been wearing them for a lifetime?

"Advertising has a great power to transform and reach; supporting minorities is one of the most powerful actions we can do. In this opportunity and thanks to Cercil's trust, we were able to bring job opportunities to blind Peruvians from the Cercil centre. We managed to get big brands to consider them for their campaigns, doing something that comes naturally to them, wearing sunglasses". Explains Mauricio Fernandez Maldonado, Chief Creative Officer of Havas Group Peru.

In a short time, brands such as Hyundai, Claro, GrandVision, and Scotiabank have already consulted for the campaign models and expect to add many more participations.

This professional campaign titled 'Models who make themselves seen' was published in Peru in November, 2022. It was created for the brand: Cercil, by ad agency: Havas Group Peru. This Integrated medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 1 year ago.


Agency: Havas Group Peru
CCO: Mauricio Fernández Maldonado
Copywriter: Juan Carlos Gallardo
Producer: Diego Nole


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