2016 Winners & Shortlists

THE NAZAR INITIATIVE

BrandASTER HOSPITAL & MEDICAL CENTRES
Product/ServiceASTER OPTICAL
EntrantTHE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
CategoryAmbient Media: Small Scale
Entrant Company THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Advertising Agency THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Production Company RGB ART PRODUCTIONS Dubai, UNITED ARAB EMIRATES

Brief Explanation

Dubai’s construction industry employs several South Asian workers, most of them uneducated. Through The Nazar (Vision) Initiative we set out to directly communicate with the workers on the importance of eye care by encouraging them to undergo an eye test using a pictorial eye chart. Since the workers are illiterate, talking to them one on one, was the best possible way to communicate and convince them to undergo an eye test.

Creative Execution

We carefully created icons of equipment used in the construction industry. Later on, using these icons we created 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 as ‘Do it Yourself’ Eye Test Direct Mailers. 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 for an eye examination. After which, they received free eyes glasses.

Results

Through The Nazar 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