For more than a year now, we have been working with Rasha Said, founder and CEO of Sensible Innovations. When we first met with Rasha in early 2015 she had recently launched the first version of the Aware app. Aware is designed to help improve the lives of America’s 21 million visually impaired, using Apple iBeacon technology to communicate information about a person’s surroundings.

The app has been created with the visually impaired in mind, but is also being used by people with dyslexia and the elderly, who find it difficult to navigate a new environment. The iBeacons' signals trigger the app, which identifies the location, downloads the information and a text reader on the smartphone describes the environment. Access to information at the right time and place for the visually impaired, or individuals who have difficulty understanding signs, negates the need for memorization or fear of getting lost. Rasha’s ultimate goal has been to provide the visually impaired the opportunity to explore the world without limitations – and she’s doing exactly that. 


After her pilot installation at Glenwood High School in Chatham, Illinois, Rasha then placed iBeacons, free of charge, at The Mary Bryant Home for the Blind in Springfield, Illinois. Gem PR & Media has worked with Rasha to develop a pro-active public relations campaign, which has built brand recognition here in Springfield, in the state of Illinois, across America (especially amongst her target market), and around the world. Rasha is now installing iBeacons across the country and will have a pilot scheme go live in London, UK, later this year. 

We have spread word of Sensible Innovations’ Aware app through a number of channels, including attendance at conferences for the visually impaired, technology symposiums, building a relationship with and installing iBeacons at Chicago Lighthouse, speaking occasions, interviews on TV, in newspapers and magazines – including, and perhaps one of our most successful activities, an interview in the American Foundation for the Blind’s publication and online. 

Aware App Sensible Innovations

Most recently, and the reson for this blog, we entered Rasha for two regional awards: the ATNENA Leadership award, which is presented to female leaders in the community for their personal and professional dedication and the Springfield Business Journal’s Women of Influence award. Rasha has been shortlisted for the ATNENA award, of which there are 10 nominees, and is one of five 2017 winners of the Women of Influence award. 

It goes without saying how extremely proud we are to work with Rasha, continue to help her build the Sensible Innovations brand, and deliver the Aware app to those who will benefit from it most around the world. 

If there was ever the perfect example when it came to a client who understood the positive impact of public relations Rasha Said and Sensible Innovations is it.