THE ASK: Get 180,000 new blind and visually impaired users for Be My Eyes, an app that uses video streaming and volunteers to help those who can't see.
THE STRATEGY: Reach America's 5.5 million blind and visually impaired seniors through the people who usually download their apps for them: their grown children.
THE WORK: Developed a plan for a social campaign targeted at the grown children of blind and visually impaired seniors. This six-month campaign gets a boost during holidays, when families are together and grown children have a chance to download Be My Eyes on their parents' phones.
Team: Hannah Lewman, Bella Mortenson, Yasir Afzal, Paul Atienza and Meagan Nelson