Meeting Murilo

Read the campaign story

Huggies' Meeting Murilo presented a tactile interpretation of an ultrasound image to a visually impaired expectant mother. Launch coverage in May 2015 identifies the Brazilian campaign, agency Mood and a film distributed through the brand's online channels. The account describes a three-dimensional printed representation that the participant could feel. Campaign Asia independently reported the same central execution. The object represented an image; it did not restore sight or provide a new medical diagnosis.

The campaign connected the experience with Huggies' interest in early parenthood and its First 100 Days product line. The film placed a particular moment of access at the center rather than making the product itself the emotional reveal. This allowed the brand to participate through an enabled experience, although the relationship between that experience and ordinary product performance remained indirect.

The creative mechanism was to translate information from one sensory form into another. An ultrasound is commonly communicated visually; the project made an aspect of that image tangible. The relevant design question was therefore not simply how to make a moving advertisement, but how someone could encounter information through a different channel. That principle has uses far beyond this sensitive setting, including accessible exhibits and everyday product instructions.

Any adaptation involving disability or pregnancy requires particular care. The participant should have agency over the portrayal, and the story should not suggest that a disabled person's life is incomplete until a brand supplies a dramatic moment. Medical images also carry privacy obligations, and a promotional object should not be mistaken for a clinical assessment. A small team can study the accessibility principle more safely by testing tactile models of non-medical objects with consenting adults.

The opened sources establish the campaign and its described experience, not a measured improvement in parental bonding, child development or health. Those broader outcomes cannot be inferred from an emotional response in a film. Evaluation of an adaptation should focus on whether the alternative format communicates useful information accurately and respectfully. The strongest lesson is to make access meaningful to the user, while keeping the user's needs and choices ahead of the advertiser's desire for a memorable reveal.

Design for another sensory route

Ask what information becomes available through the alternative format.

Preserve participant agency

A person’s access needs should lead the experience and its portrayal.

Separate access from health claims

An emotional moment does not establish a medical or developmental benefit.

A small test for another brief

Test a tactile model of a non-medical museum object with consenting adults.

Measure accuracy, usefulness and user control over the experience.

Stop if the representation is misleading or participation is shaped mainly for publicity.

• Ask intended users what information they want to understand.
• Develop the model with accessibility expertise.
• Invite feedback without filming or publicity by default.