Brand | ASTER HOSPITAL & MEDICAL CENTRES |
Product/Service | ASTER OPTICAL |
Entrant | THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES |
Category | Promotional Item Design |
Entrant Company
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THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
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Production Company
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RGB ART PRODUCTIONS Dubai, UNITED ARAB EMIRATES
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Brief Explanation
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.
The Brief
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.
The other challenge was to get all these workers under one roof for an eye test.
How the final design was conceived
Design language was the solution. 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. They were happy to take the eye test on their own by interacting with each other.
Those with poor eyesight were sent to Aster Optical where they underwent a thorough eye examination. After which, they received free eyes glasses.
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.
Indication of how successful the outcome was in the market
Through The Nazar Initiative, in the initial phase, 800 ‘Do It Yourself’ Eye Test Kits were distributed in Dubai. As many as 2300 workers underwent the pictorial eye chart test. Out of these 460 went to Aster Optical for a thorough eye check up. 200 of them had vision problems 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 design idea through eye camps in other under privileged villages and communities in the region.
Credits
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 |