In Thailand, blind people are often perceived as inferior. They are being treated as invaluable group of people with less job opportunities and professional careers in the society. Thailand Association for the Blind wanted to change the perception of the society and expand life opportunities for the blind.
One key insight that we have learned from blind people is that losing the sense of seeing has enhanced their other senses, touching, hearing, smelling and tasting while the most attractive content for Thai people is ‘food’. Together with Thailand Association for the Blind and Thairath TV, we created ‘BLINDTASTE’ Thailand first ever food critic TV program hosted by the blind.
The TV program focuses solely on the smell and taste of the food, not how it looks, on-air on Thairath TV Channel every Saturday at lunchtime. The program helps to remind the audience to look further to the inside of each dish and each person. We got many celebrities to try out to be blind for one day and have our blind host lead their ways throughout the show so everyone can also really see what the blind are capable of. Beyond creating positive portrayal of the blind to the society, BLINDTASTE also encourages the blind in Thailand to turn their disability into ability and to live with pride and dignity.
The TV program gained high popularity on the first season and is now continuing on the second season, making it one of the longest program airings on Thairath TV with currently of 50 episodes altogether. After 10 months of airing, post launch survey indicates that 76% are more accepting of blind people¹s social status and abilities.