2018 Winners & Shortlists

THE NAZAR INITIATIVE - ASTER HEALTHCARE

Client/BrandASTER HEALTHCARE
Product/ServiceEYECARE
EntrantTHE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Type of EntryCreative Effectiveness
CategoryCreative Effectiveness for Good
Idea Creation THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Production THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES

Brief Explanation

Nazar - A universal language that can help anyone take an eye test, without being able to read. Aster DM Healthcare is the region’s largest medical network with 19593 employees and 2296 doctors working in 323 establishments spread across 9 countries. The objective was to use the brand’s widespread regional network reach to benefit the society at large by making eye care easily accessible for the lower segment communities who tend to not take it seriously due to financial implications. In 2016, we created a unique device that helped illiterate construction workers across Dubai to take an eye test without being able to read. We created an eye chart using construction equipment that was just as effective as the standard Snellen chart. By distributing them as direct mailer tools across several key labour camps in the city, we helped them do a self-check. Those with poor vision were then sent to eye check-up centres where they received free eyeglasses. The success rate of the initiative encouraged us to take Nazar global. So, we created another eye chart, this time using farming tools that helped achieve the same results in Central India. According to the Vision Institute of India 2016 report, more than 15 million Indians are visually impaired, and less than 3% of tier 2 doctors are trained in vision care. So, In association with the Dr. Manohar Dole Medical Foundation, we hosted several medical check-up camps where the eye charts were used as ambient outdoor posters to enable impoverished farmers and their families who could not read, to take an eye test. More partners have come on board to take the Nazar Initiative to other communities and segments of society. From being a single city activation, it is well on its way to becoming a global movement to make eye tests easily accessible to people anywhere in the world, whether they can read or not. Every eye test cost Aster DM Healthcare 50 fils/14 cents. To the farmers and labourers, it cost absolutely nothing. Results: Phase 1 (Dubai) – 3 months 7426 eye tests 2450 free eyeglasses distributed Phase 2 (India) – 18 months 630 health drives 1890 eye charts used 133,520 patients 8760 free cataract operations 13500 eyeglasses distributed

Credits

Name Company Position
Alok Gadkar The Classic Partnership Advertising Executive Creative Director
Deshmukh Vitthal The Classic Partnership Agency Producer
Nasir Rauf Nasir Rauf Photography Photographer
Pulkit Vasisht The Classic Partnership Account Director
Alok Gadkar The Classic Partnership Executive Creative Director
Nilesh Naik The Classic Partnership Associate Creative Director
Satyen Adikari The Classic Partnership Senior Creative Director
Nilesh Naik The Classic Partnership Associate Creative Director
Satyen Adikari The Classic Partnership Senior Creative Director
Satyen Adikari The Classic Partnership Senior Creative Director
Vishal Vinekar The Classic Partnership Art Director
Vishal Vinekar The Classic Partnership Art Director
Shankar Chidambaram The Classic Partnership Associate Producer
Devraj Shriyan The Classic Partnership Retouching Artist
Ashwin Menon RGB Dubai Senior Producer
Prasad Paniker RGB Dubai DOP Lighting Cameraman
Alok Gadkar The Classic Partnership General Manager
Anshuman Bhattacharya The Classic Partnership Senior Copywriter
Parv Freelance DOP Videographer