Aster Clinics: The Nazar Initiative [video] [alternative version]

Credits & Description:

Titile: The Nazar Initiative
Agency: The Classic Partnership Advertising
Brand: Aster Healthcare
Country: United Arab Emirates
Advertising Agency: The Classic Partnership Advertising, Dubai
Entrant Company: The Classic Partnership Advertising, Dubai
Media Agency: The Classic Partnership Advertising, Dubai
Pr Agency: The Classic Partnership Advertising, Dubai
Production Company: The Classic Partnership Advertising, Dubai
Creative Director: Satyen Adikari (The Classic Partnership Advertising)
Senior Producer: Ashwin Menon (Rgb Dubai)
Account Director: Pulkit Vasisht (The Classic Partnership Advertising)
Associate Producer: Shankar Chidambaram (The Classic Partnership Advertising)
Associate Creative Director: Nilesh Naik (The Classic Partnership Advertising)
Copywriter: Nilesh Naik (The Classic Partnership Advertising)
Dop Lighting Cameraman: Prasad Paniker (Rgb Dubai)
Retouching Artist: Devraj Shriyan (The Classic Partnership Advertising)
Agency Producer: Deshmukh Vitthal (The Classic Partnership Advertising)
Executive Creative Director: Alok Gadkar (The Classic Partnership Advertising)
Art Director: Satyen Adikari (The Classic Partnership Advertising)
Copywriter: Satyen Adikari (The Classic Partnership Advertising)
Photographer: Nasir Rauf (Nasir Rauf Photography)
Creative Director: Alok Gadkar (The Classic Partnership Advertising)
Art Director: Vishal Vinekar (The Classic Partnership Advertising)
Illustrator: Vishal Vinekar (The Classic Partnership Advertising)
Outcome:
Over 7000 workers took the test. 33% of them suffered from poor vision and received free eye glasses. All this was made possible within a limited budget. Several workers pledged to get their eyes checked at least once a year. Thus we were able to change mindsets when it came to eye care.
Brief with projected outcomes:
Dubai has a mandatory health insurance policy for all its residents. Most insurance policies cover basic health requirements but don't cover eye care, dentistry etc.
Audience:
The plan was to reach out to as many illiterate construction workers across Dubai, and urge them to take the eye test. We travelled to several labour camp in the city, identified labourers working in the construction industry and distributed these charts to them.
Execution:
Over a period of two months, more than 600 eye charts were distributed to illiterate labourers working in the construction industry. Promoters were hired to directly distribute these charts in key labour camps across Dubai and other places where these labourers frequented.
Synopsis:
Aster Healthcare wanted to undertake a CSR initiative that would win people’s hearts and occupy their minds, thus creating immense goodwill for the brand. The task was to create emotional affinity and make a widespread difference within a limited budget.Dubai’s construction workers are exposed to sun and sand, constantly. Light-toned surfaces like sand have high Albedo that can cause stress to the eyes. This, combined with their nature of work, can cause long term damage to the eyes. Moreover, these workers are reluctant to spend on healthcare from what little money they earn. We wanted these workers to undergo a visual acuity test. However, the challenge was that, these workers are from different nationalities and most of them are illiterate.
Campaign Description:
An eye chart was created using icons of equipment used in the construction industry. Several of these eye charts, which worked as effectively as the ‘Snellen Eye Chart’, were later distributed to illiterate construction workers across Dubai. The workers underwent a visual acuity test with the help of these charts as they could easily identify the icons. Those with poor vision were sent to an eyesight testing center for a through eye examination and later received free eyeglasses. Thus we ended up creating a design language that can be adapted and implemented across illiterate communities around the world.
Strategy:
The plan was to get as many construction workers as possible across Dubai to take the eye test. We went to several key labour camps in the city, identified labourers working in the construction industry and distributed these charts through promoters to individuals and groups. Later we ensured that those who suffered from poor vision went to an eyesight testing center for a complete eye examination.