Touching millions, one app at a time

A robust digital campaign to translate voice and text messages.


Photo credit: Samsung India, YouTube.

In a world where technological advances are the order of the day, here is one campaign which has touched millions of hearts. Samsung India decided to film a movie, 'Caring For The Impossible' based on its Good Vibes application, a specialized device for the deaf-blind.

Good Vibes uses Morse Code to send text and voice messages and vice versa. A deaf-blind individual can express anything using the application, by tapping on the screen using Morse, where all letters of the English alphabet are a blend of spots and runs.

For individuals with ordinary sight and hearing, anybody can communicate something specific, by composing or talking. It has a voice interface that conveys the message to the deaf-blind individual as Morse vibrations.

In a note on Good Vibes, Samsung stated: "Created in India, the application empowers the hard of hearing oblivious in regards to having two - route correspondence with their guardians, friends and family utilizing their cell phones. The application has two distinctive User Interfaces (UI). One which has an imperceptible UI for those impaired of sight and auditory abilities, which utilizes vibrations, taps and motions, another, a standard talk interface, for the parents. The standard interface permits clients to type or utilize voice to send messages to the deaf-blind. This is received as vibrations in Morse code that the deaf-blind can decipher.

Throughout the periods of preparing with the deaf-blind and their caregivers, the essential usefulness of the application was tried and adjusted through criticism. The notices, text measuring, and other features were refined after these workshops.

The film made by Cheil portrays a young deaf-blind girl who utilizes the Good Vibes application to contact her family. It is a movie that shows a deaf-blind girl facing challenges in communicating with her parents. The girl's mother does not wish to send her daughter to a special needs school to learn Morse as she believes that her daughter would be alone and cannot face the world. The mother's concern and emotions do not fail to tug at our heartstrings.

When the girl is handed a phone with the app, she texts her mother, “Mom, I miss you” and her mom replies, “I Love you” instantly, which is conveyed through a series of vibrations. The mother and daughter can finally communicate, and this emotional moment has been captured beautifully in the ad.

The application has been created by Samsung along with Sense International India, an NGO. Samsung aims at taking Good Vibes global and has begun conducting workshops with instructors and deaf-blind people with their parents in Delhi and Bengaluru. It has likewise furnished Samsung Galaxy A20 cell phones with Good Vibes, pre-introduced along with Sense India which will disseminate the handsets to the deaf-blind and their parents.

This advertising campaign is a classic example of how technology brings everyone together. The deaf-blind did receive joy through the Good Vibes app, which has helped them maintain precious relationships with their loved ones.

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