2016 Winners & Shortlists

Brief Explanation

Aster Optical wanted to undertake a CSR initiative that’ll encourage workers at construction sites across Dubai to go for an eye check up. However, the biggest challenge was that most of these workers are uneducated and hence the traditional ‘Snellen Eye Chart’ was of little use. So what were those things that these workers would easily identify? The answer was simple. Objects/equipment that they see and work with everyday. So we created an eye chart using the same. A simple yet a powerful insight.

Results and Effectiveness

Through 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 a Aster Eye Clinic for a thorough eye check up. 200 of them had vision problem and received free eye glasses. After the success of Phase 1, Aster Optical 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.

Creative Execution

The media team went to several construction sites across Dubai and distributed the “Do It Yourself” Eye Test Kits. They further explained to these workers the importance of undergoing an eye test and the ill effects if they didn’t.

Insights, Strategy and the Idea

The entire ‘worker community’ in Dubai was the target audience. They work for 12 long hours everyday, in scorching heat and amidst dust and dirt. Hence, it was just a matter of time before it took a toll on their eyesight. On the other hand, Aster Health Care owns and runs Aster Optical. It was just natural for Aster Healthcare to undertake a CSR initiative encouraging these workers to undergo an eye test. The other challenge was to get all these workers under one roof for the eye test. The solution was to interact with them one on one.