2016 Winners & Shortlists

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 workers to undergo an eye test. However, the biggest challenge was that most of these workers are uneducated and hence the ‘Snellen Eye Chart’ was of little use. The other challenge was to get all these workers under one roof for the eye test. The strategy was to interact with them one on one.

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’. The unique eye chart was a part of the ‘Do it Yourself’ Eye Test Kid that was distributed as promotional material to serve the cause. We approached them at labour camps and at their work sites. 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 an Aster Optical where they underwent a thorough eye examination. After which, they received free eyes glasses. The activation ran for a period of 4 weeks.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

We visited several construction sites across Dubai and encouraged thousands of workers to undergo an eye test. We turned construction sites into eye testing clinics. We educated each one of them on the importance of undergoing and eye test and the ill effects if they didn’t. The activation promoted eye care in a big way.