1. Challenge
To motivate people to start making the world more accessible.
Insight
Physically challenged people need constant support, but they feel uncomfortable, inferior,
when help comes as just another goodwill gesture.
Physically challenged people do not need such support, they need equality.
Ordinary people, in their turn, don`t want to be proactive and do something for the
accessibility of others, because it doesn`t bring them any good.

2. Strategy
To show people, that if the world becomes ACCESSIBLE to physically challenged
people, it will become ACCESSIBLE to all of the people.
We don`t suggest organizing just another volunteer movement or charity action, we
suggest creating a symbol, that will make the ordinary and physically challenged
peoples` needs equal.

3. Backing – is the idea and the symbol of ACCESSIBILITY, that appears where the
ordinary and physically challenged peoples` needs meet.
Backing – is the process of turning the world into the environment accessible to all.
Backing`s main principle – From ACCESSIBILITY to EQUAILTY.
Media Strategy - We decided to share the communication with people on the task.
So we want to start with the observation of the situation and in the end come to a
proactive action

4. Show Backing
1. To show that the Backing concept already
exists in our lives, because a lot of things
that have been initially created for physically
challenged people, are used by ordinary
people as well.
We place brochures-instructions in places
specially equipped for physically challenged
people. The brochures show that these
places are used by ordinary people as well.
Ramps, for example, are used only by
mothers with prams, while freight lifts are
supposed to carry pianos and sofas.
2. Message in the running line during
newscasts on television: "With this line, you
can find out the weather forecast, see the
exchange rate, to say hello to a friend, to see
the news, if you can not hear them.
Everybody has their own needs, but for all
they equal. Backing. From Accessibility to
Equality.

5. Need Backing
To show the objects and the social processes, that need Backing`s touch.
In places, where the level of accessibility should be improved, QR-codes should
be installed. These codes will describe how the place can be improved and
transfer the user to the page where he can download free mobile app (slide 7)

6. Backing
The description of the Backing platform, which is the basis of the
idea. The website will have an interactive map with three types of
marks.
1
1. The marks show that the place already has Backing. If you point
at the mark, all the facilities available at the place will be shown.
The marks show that this place needs Backing and gives the
possibility to instantly donate money or share the ideas of creating
it.
2. The marks show that the place needs Backing, but the action
here consists in filing a petition. This is topical for creating social
accessibility, in education, for example. 2
3. Apart from the marks created by the civil society organization the
user will be able to create and put new Backings on the map.
3

7. Backing:
Instruments
1. Mobile app. will also provide
the function of creating marks
locally. It will give the
possibility to make the world
more accessible here and now.
2. Backing’s sign will be
posted on the front door of
public places to mark their
level of ACCESSIBILITY.

8. PRO Backing
The emergence of new tools of accessibility created by Backing.
Backing Panels will be installed at the entrance of public institutions and at public transport stops.
This is an interactive notification, that will inform people in the most available way. If a person has
bad eyesight, for example, the panel will provide a vocal notification: the name of the object, the
forthcoming transport, the level of ACCESSIBILITY of the place etc. Peoples` identification will be
done with the help of RFID- marks that will be inserted in the standard plastic cards.
A person won`t need to find and take out the card to be identified. The reading off machine will get
the information at a 10 meters distance, if a person is in the active zone for more than 3 seconds.
Cards can be obtained and registered at the policlinics and housing services according to the
domiciliary.
Each and all can get a card. RFID-marks will be integrated with the website and social networks.
Therefore every user will be automatically registered at the website and could guide his own
statistics of contribution in creating the accessible world.

9. SUMMARY
CHALLENGE INSIGHT STRATEGY BACKING
To motivate Physically Creating a The symbol of
people to challenged symbol, that will ACCESSIBILI
start making people do not make the TY, process of
the world need charity, ordinary and turning the
more they need physically world into the
accessible. equality. challenged environment
peoples` needs accessible to
equal. all
SHOW NEED BACKING INSTRUMENTS PROBACKING
Ambient Prints Backing’s QR Online platform Mobile App LCD Media
TV Integration with Backing’s Signs Integrated RFID
Social Media