What the eyes don't see, the heart feels. An inexplicable feeling, multiplied a thousandfold within a packed soccer stadium, transforming into a complete set of emotions. This is what happened to Nathalia Rodrigues the last time she was at Maracanã, in 2009, for the game that secured Flamengo's sixth Brazilian championship. And it always happens to Thiago Alexandre, who lives in Volta Redonda but attends games in Rio whenever he can. Both are visually impaired and were invited by Flamengo to kick off the "Blind Passion" project.
The campaign's goal is to encourage a new experience for the visually impaired and serve as a networking platform for blind people and volunteers to meet and go to Flamengo games together. It can be a unique experience—for both.
"People always ask, 'But you're blind, how can you watch a game?' I recommend everyone spend at least two minutes inside the Maracanã stadium with their eyes closed. It's an incredible mix of sensations," explains Nathalia, a journalist who, until recently, was a participant on TV Globo's Esquenta program.
The campaign is based on bill No. 837/2011, which guarantees free admission for blind people and their non-disabled companions to attend sporting and cultural events in the State of Rio de Janeiro.
"When I go to the stadium, I only enter with my card, which gives me and one other person entry. And sometimes I have to convince someone to go with me, because I go to normal, unimportant games. I always want to go," explains Nathalia.
For Thiago Alexandre, who has been going to stadiums for almost 20 years, good company and a battery-powered radio, which he keeps glued to his ear, are essential.
- Even without a view, we can feel the energy, atmosphere, and excitement of the stadium. It's very different, much better than watching on TV.
Through the website www.paixaocega.com.br, accessible via desktop with e screen For people with or without disabilities, the system will list and combine fan registrations to organize the match. The "debut" should take place during the first matches of the Rio State Championship.
"Attending a Flamengo stadium for a game is a unique and magical experience, which goes beyond simply watching the match. There's an incredible wave of emotion that's intense and noticeable to everyone, including the visually impaired. Our idea is to create a way to facilitate and encourage the presence of visually impaired people and give them the chance to do one of the most important things in the life of a Flamengo fan: be with Flamengo wherever Flamengo is," explains André Lima, partner and vice president of creative at NBS, the club's advertising agency.
Watch the project video here: https://youtu.be/JRrx-RKQv5o
Flamengo has been working to promote the inclusion of visually impaired people through social media since early 2016. With posts accompanied by the hashtag #PraCegoVer, the club seeks to connect with this passionate group of fans. And now it wants to further strengthen this relationship.