2016 Winners & Shortlists

THE NAZAR INITIATIVE

Short List
BrandASTER HOSPITAL & MEDICAL CENTRES
Product/ServiceASTER OPTICAL
EntrantTHE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
CategoryUse or Integration of Printed Content
Entrant Company THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Contributing Company THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Production Company RGB ART PRODUCTIONS Dubai, UNITED ARAB EMIRATES

The Campaign

Dubai’s construction industry employs several South Asian workers, most of them uneducated. Through The Nazar (Vision) Initiative Aster Healthcare set out to educate these workers on the importance of eye care by encouraging them to undergo an eye test using a pictorial eye chart. With an average monthly income of $220 and 12-hour work shifts, the workers neither have the money nor the time to take care of their health. In the long run, their health suffers, especially their eyesight. Aster Healthcare wanted to undertake a CSR initiative that’ll encourage these workers to undergo an eye test. However, the biggest challenge was that most of these workers are uneducated and hence the traditional ‘Snellen Eye Chart’ was of little use. We created icons of equipment used in the construction industry. Later on, using these icons we designed an eye chart that was technically right and worked as effectively as the traditional ‘Snellen Eye Chart’. Several of these eye charts were then distributed in ‘Do It Yourself’ Eye Test Kits, to workers across Dubai. Since, the workers were familiar with the equipment they could easily identify them. Along with the Eye Chart, The Kit also contained a 1 M measuring tape (to measure the right distance of 6 meters) and Aster ‘Free Eye Check Up’ Token. Those with poor eyesight were sent to Aster Optical where they underwent a thorough eye examination. After which, they received free eyes glasses.

Through The Nazar (Vision) Initiative, Aster got directly in touch with 2300 construction workers. Between them 800 ‘Do It Yourself’ Eye Test Kits were distributed. 460 workers went to Aster Optical for a thorough eye check up. 200 of them had vision problem and received free eye glasses. After the success of Phase 1, Aster Healthcare plans to roll the project across the entire UAE so more and more workers are benefited. There are plans to adapt this idea through eye camps in other under privileged villages and communities in the region.

Credits

Name Company Role
Alok Gadkar The Classic Partnership Advertising Executive Creative Director
Satyen Adhikari The Classic Partnership Advertising Creative Director
Vishal Vinekar The Classic Partnership Advertising Art Director
Satyen Adhikari The Classic Partnership Advertising Art Director
Nilesh Naik The Classic Partnership Advertising Copywriter
Satyen Adhikari The Classic Partnership Advertising Copywriter
Vishal Vinekar The Classic Partnership Advertising Illustrator
Deshmukh Vitthal The Classic Partnership Advertising Agency Producer
Shankar Chidambaram The Classic Partnership Advertising Associate Producer
Alok Gadkar The Classic Partnership Advertising General Manager
Pulkit Vasisht The Classic Partnership Advertising Account Director
Devraj Shriyan The Classic Partnership Advertising Retoucher
Ashwin Menon Rgb Dubai Senior Producer
Prasad Paniker Rgb Dubai DOP Lighting Cameraman
Nasir Rauf Nasir Rauf Photographer