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Grey and UNACEM: Champions of Accessibility and Innovation

In an impressive recognition of their innovative spirit and commitment to social good, Grey, a global advertising agency, along with its client UNACEM, has been named an honoree of Fast Company's 2025 World Changing Ideas Awards. This accolade celebrates transformative initiatives that address some of the world's most critical challenges, ranging from sustainability efforts to advancements in social equity. At the heart of this recognition is 'Sightwalks', an innovative tactile signage system designed to enhance the mobility and independence of visually impaired individuals.

The Vision Behind Sightwalks

Launched in Lima, Peru, this ambitious project has been several years in the making. Grey's Peru studio, Circus Grey, in partnership with the Municipality of Miraflores and Cemento Sol, has installed over 75,000 square meters of specially designed tiles. This groundbreaking initiative aims to benefit more than 500,000 visually impaired citizens by improving their ability to navigate urban spaces with greater ease and autonomy.

The Sightwalks project exemplifies how design and creativity can converge with social responsibility to effect meaningful change. With a vision to expand this innovative solution across various districts in Lima and potentially to cities around the globe, the initiative has garnered attention for its scalability and positive societal impact. Importantly, the design has been made freely available for other municipalities and organizations looking to implement similar systems—demonstrating a commitment to cooperation and collective progress.

Acknowledgment and Impact

The Fast Company awards, which recognized 50 winners across 12 categories and an additional 50 honorees, underscored the significance of 'Sightwalks'. The rigorous selection process evaluated over 1,500 entries, and the acknowledgment from Fast Company is seen as a vital endorsement of Grey's ethos of leveraging creativity for social good. Gabriel Schmitt, Grey's Global Chief Creative Officer, expressed his pride in standing alongside other innovative changemakers who are committed to crafting a better future through impactful work.

UNACEM's Commercial Manager, Gabriel Barrio, highlighted the project's core values, stating, "Sightwalks was born from a deep desire to make cities more human and sustainable." He emphasized that their mission extends beyond constructing with concrete; it is about creating meaningful change in the community. This honor reinforces the belief that purpose-driven creativity can transform everyday elements, like sidewalks, into tools for empowerment and inclusion.

Furthermore, Circus Grey's Creative Chairman and CEO, José Rivera y Piérola, discussed the significance of this recognition for their team. He noted, “We are thrilled that our belief in the transformative power of ideas is echoed through the recognition of Sightwalks,” indicating that such initiatives can profoundly enhance lives while also fostering brand growth.

The Broader Context of Innovation

Fast Company editor-in-chief Brendan Vaughan remarked on the importance of celebrating such initiatives, stating, "The World Changing Ideas Awards have always been about showcasing the art of the possible." By shining a light on organizations and leaders making strides towards solving the most pressing issues, the awards guide a path towards innovative solutions in the future.

Grey's mission aligns with these values, as they strive to create renowned ideas that drive forward not just business but societal progress as well. Notable brands within Grey's portfolio include Procter & Gamble, Volvo, and The Coca-Cola Company, demonstrating a wide-reaching impact through effective campaigns.

In summary, Grey and UNACEM's recognition by Fast Company serves as a testament to the power of creativity in addressing societal challenges. The Sightwalks initiative not only enhances mobility for the visually impaired but also symbolizes the potential for collaborative efforts to create inclusive and sustainable urban environments. As cities evolve, projects like Sightwalks will undoubtedly play a crucial role in shaping accessible futures for all individuals.

For further information on the Sightwalks initiative and to access the open-source design, visit Cemento Sol's website.