Aster Clinics: Aster Clinics

Credits & Description:

Client: Aster Dm Healthcare
Product: Healthcare
Agency: The Classic Partnership Advertising Dubai, United Arab Emirates
Entrant: The Classic Partnership Advertising Dubai, United Arab Emirates
Product/Service: Healthcare
Idea Creation: The Classic Partnership Advertising Dubai, United Arab Emirates
Executive Creative Director: Alok Gadkar (The Classic Partnership Advertising)
Agency Producer: Deshmukh Vitthal (The Classic Partnership)
Photographer: Nasir Rauf (Nasir Rauf Photography)
Account Director: Pulkit Vasisht (The Classic Partnership)
Executive Creative Director: Alok Gadkar (The Classic Partnership)
Associate Creative Director: Nilesh Naik (The Classic Partnership)
Senior Creative Director: Satyen Adikari (The Classic Partnership)
Art Director: Vishal Vinekar (The Classic Partnership)
Associate Producer: Shankar Chidambaram (The Classic Partnership)
Retouching Artist: Devraj Shriyan (The Classic Partnership)
Senior Producer: Ashwin Menon (Rgb Dubai)
Dop Lighting Cameraman: Prasad Paniker (Rgb Dubai)
General Manager: Alok Gadkar (The Classic Partnership)
Synopsis:
The Campaign:
We created a unique eye chart that featured icons of construction equipment instead of letters. The icons made this new eye chart work just as effectively as the Snellen chart, irrespective of the language spoken by the individual taking the test. These were distributed across residential labour camps in Dubai where illiterate construction workers were able to take the test despite not being able to read. Those with poor vision were sent to an eyesight testing centre where they received free prescription eyeglasses. Nazar proved to be more than an initiative to provide better eye care to the lower segments of society. It became a universal language that could be adopted by illiterate communities anywhere in the world.
Creative 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. Those who proved to have poor vision were given thorough check-ups at eyesight testing centres and were given free prescription eyeglasses.
More than 600 eye charts were distributed
Over 7000 workers took the test.
33% of them suffered from poor vision and received free eyeglasses
Several workers pledged to get their eyes checked at least once a year.
We created iconography that transcended language
The task was to create emotional affinity and make a difference with a limited budget. To provide Dubai's vast population of illiterate construction workers with a cost-effective eye care solution, we created an eye chart that featured icons of construction equipment instead of letters. The icons made this eye chart work just as effectively as the Snellen chart. These were distributed at over 600 residential labour camps where more than 7000 workers took the test. Those who were proven to have poor eyesight were sent to special eyesight testing centres where free prescription glasses were given to them.
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. We then ensured that those who suffered from poor vision went to an eyesight testing centre for a complete eye examination.