Rexona, Mindshare, Grab and Google launch 'Movement for movement'

Mindshare, Unilever-owned Rexona, Google and Grab have teamed up on an initiative called the 'Movement for movement', which aims to help people with disabilities navigate around Jakarta.

The partners hope to not only raise awareness of the issue of mobility for diasabled people but also provide real help in the form of technology. To that end, the companies have introduced Gerak, a mobility assistant app powered by Google. The app has a voice- and text-based conversational interface, suggests places users should go based on their needs and will get better as the public contributes more accessibility data, according to the companies.

For its part, Grab has rolled out a fleet of 118 accessible taxis with trained drivers, which can be booked via the Gerak app.

In addition, Mindshare and Rexona are launching community run ‘Mapathons’, with members of the public adding info about accessible areas and services. And Rexona will run a series of 'Gerakathons'—hackathons that will bring together Google developers and users with disabilities to address gaps in accessibility and the usefulness of technology. 

Ad Nut is blessed with four limbs and preternatural climbing ability, but feels for humans who use wheelchairs in cities that have not been built with much consideration for their needs. While it's not clear how this effort relates to deodorant, Ad Nut heartily commends all the involved companies for their efforts, and hopes to see this movement spread across the region.

This effort is so sincere and impressive that it doesn't bear inclusion in Ad Nut's annual parade of 'Award bait'. 

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