Aster Clinics - "Nazar Initiative"

The Classic Partnership Advertising Dubai, Vereinigte Arabische Emirate

Awards

10038

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Aster Clinics
Länder: Vereinigte Arabische Emirate

Werbende: Aster DM Healthcare

Titel	Nazar Initiative
Agentur	The Classic Partnership Advertising
Kampagne	The Nazar Initiative
Werbende	Aster DM Healthcare
Marke	Aster Clinics
Datum der ersten Ausstrahlung/Veröffentlichung	2015 / 12
Geschäftsbereich	Öffentliche Sicherheit & Gesundheit
Story	Dubai’s construction industry employs several South Asian workers, most of them uneducated. Through the "Nazar" (Vision) Initiative, Aster DM Healthcare set out to educate these workers on the importance of eye care by encouraging them to undergo an eye test using a pictorial eye chart.
Philosophie	Through The Nazar (Vision) Initiative we directly communicated with the workers on the importance of eye care. We created icons of equipment used in the construction industry. Using these icons, we created an eye chart that worked as effectively as the traditional eye chart. These eye charts were then distributed as ‘Do it Yourself’ Eye Test Direct Mailers. Since, the workers were familiar with the equipment they could easily identify them. Those with poor eyesight went to Aster Optical for a thorough eye examination and received free eyes glasses.
Problem	Dubai’s construction industry employs several South Asian workers, most of them uneducated. 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 would encourage these workers to undergo an eye test. However, the biggest challenge was that most of the workers are uneducated and hence the traditional ‘Snellen Eye Chart’ was of little use.
Ergebnis	Through The Nazar Initiative, Aster Healthcare 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 problems and received free eye glasses. After the success of Phase 1, Aster Healthcare plans to roll this project across the entire UAE so more and more workers are benefited. There are plans to take this initiative to underprivileged villages and communities across the region.
Medientyp	Versandhauswerbung
Länge	120 seconds
Executive Creative Director	Alok Gadkar
Creative Director	Satyen Adhikari
Stellvertretender Creative Director	Nilesh Naik
Art Director	Vishal Vinekar
Art Director	Satyen Adhikari
Texter	Satyen Adhikari
Texter	Nilesh Naik
Illustrator	Vishal Vinekar
Produktionsleitung	Vitthal Deshmukh
Produktionsmanager	Shankar Chidambaram
Produzent	Ashwin Menon
Direktor Fotografie	Prasad Paniker
Kaufmännischer Geschäftsführer	Pulkit Vasisht