Just 23% of blind people in Peru can find employment, according to Lima-based non-profit Cercil Perú. People with low to no vision are also rarely visible in advertising. Tackling two issues with one campaign, Cercil has launched a modeling agency for blind folks: Modelos que se hacen ver, or 'Models that make themselves seen.'
Cercil worked with Havas Group Peru to cast models and take their photos in a studio shoot. The campaign also came up with a few ideas for potential clients. Figuring that people who wear shades day in and day out are ideally suited to modeling sunglasses, Havas mocked up ads for Ray-Ban. It also drew up a few for Hyundai and Scotiabank.
'Modelos que se hacen ver' builds on a 2020 campaign by Cercil — 'Modelos que nadie ve' or 'Models that aren't seen' — which drew attention to the absence of people with vision impairments in advertising.
