SightWalks by Sol Cement
In Peru, over 1 million people live with visual impairments, yet most cities lack infrastructure that supports safe, independent mobility. Sol Cement, a leading cement brand, saw an opportunity to make its product meaningful beyond construction. With “SightWalks”, Sol Cement created tactile sidewalks designed to guide visually impaired pedestrians—using cement not just to build cities, but to build dignity. It wasn’t just a CSR initiative—it was a blueprint for inclusive urbanism.
Campaign Overview
Developed by Circus Grey Peru, “SightWalks” launched in 2022 in Lima. Sol Cement partnered with accessibility experts and urban planners to design and install tactile paving systems in high-traffic pedestrian zones. These sidewalks featured raised patterns and directional cues that could be felt underfoot or with a cane—helping visually impaired individuals navigate intersections, curbs, and crossings.
The campaign was supported by a documentary-style film, community workshops, and a public awareness push that invited citizens to walk blindfolded and experience the challenge firsthand.
Campaign Objective
Sol Cement aimed to:
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Raise awareness about the lack of accessible infrastructure for visually impaired citizens
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Reinforce its brand as a purpose-driven leader in urban development
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Demonstrate how cement can be used for social good, not just structural strength
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Collaborate with local governments and NGOs to scale inclusive design
The goal was to turn sidewalks into sightlines—giving visually impaired people a safer, more independent way to navigate their cities.
Execution
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Tactile Sidewalk Installation: Sol Cement funded and built sidewalks with raised textures and directional guides in key urban areas.
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Educational Film: A short documentary highlighted the daily struggles of visually impaired Peruvians and the impact of SightWalks.
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Blindfold Walks: Citizens were invited to walk blindfolded through city streets to experience the need for tactile infrastructure.
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Community Workshops: Sol Cement hosted sessions with urban planners, NGOs, and disability advocates to promote inclusive design.
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Media & PR Push: The campaign was amplified through national news, social media, and civic partnerships.
Brand Impact
“SightWalks” positioned Sol Cement as a visionary in inclusive urban development. It resonated with civic leaders, disability advocates, and everyday citizens. The campaign also elevated cement from commodity to community—showing that even the most utilitarian products can carry emotional weight.
Results
The “SightWalks” campaign by Sol Cement – When a Brand Paved the Way for Inclusion turned urban development into a tool for empathy and accessibility. Through immersive blindfold walks, the initiative engaged over 500,000 citizens and drew massive media attention to the daily challenges faced by the visually impaired. The campaign led to the expansion of tactile sidewalks across multiple districts in Lima, setting a new standard for inclusive infrastructure in Latin America.
It earned a Cannes Lions Gold in Sustainable Development Goals and was featured in Fast Company, AdAge, and leading urban planning journals. Beyond the awards, the project strengthened Sol Cement’s reputation as a socially responsible and forward-thinking brand, proving that meaningful change can start right under our feet.
Lessons Learned
“SightWalks” teaches us that infrastructure is empathy in action. The campaign also shows the power of designing for dignity—when you build for the margins, you uplift the whole. And finally, it proves that brands can be civic partners, not just commercial players.
