Aster Clinics - "Nazar Initiative"

The Classic Partnership Advertising Dubai, Emiratos Árabes Unidos

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This ad is part of the ACT Responsible Collection

Marca: Aster Clinics
País: Emiratos Árabes Unidos

Anunciante: Aster DM Healthcare

Título	Nazar Initiative
Agencia	The Classic Partnership Advertising
Campaña	The Nazar Initiative
Anunciante	Aster DM Healthcare
Marca	Aster Clinics
Fecha de primera difusión/publicación	2015 / 12
Sector Empresarial	Seguridad pública, salud e higiene
Sinopsis	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.
Filosofía	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.
Problema	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.
Resultado	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.
Medio	Publicidad de pedidos por correo
Duración	120 seconds
Director ejecutivo de creación	Alok Gadkar
Director creativo	Satyen Adhikari
Director creativo adjunto	Nilesh Naik
Director artístico	Vishal Vinekar
Director artístico	Satyen Adhikari
Responsable de conceptos / redactor	Satyen Adhikari
Responsable de conceptos / redactor	Nilesh Naik
Illustrator	Vishal Vinekar
Responsable de la producción	Vitthal Deshmukh
Director de producción	Shankar Chidambaram
Productor	Ashwin Menon
Director de fotografía	Prasad Paniker
Business Director	Pulkit Vasisht