Aster Clinics - "Nazar Initiative"

The Classic Partnership Advertising Dubai, Emirados Árabes Unidos

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Marca: Aster Clinics
País: Emirados Árabes Unidos

Anunciante: Aster DM Healthcare

Titulo	Nazar Initiative
Agência	The Classic Partnership Advertising
Campanha	The Nazar Initiative
Anunciante	Aster DM Healthcare
Marca	Aster Clinics
Data da primeira Transmissão/Publicação	2015 / 12
Sector Empresarial	Segurança pública, saúde e higiene
História	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.
Filosofia	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.
Tipo de Mídia	Publicidade em vendas por catálogo / por correio
Comprimento	120 seconds
Director executivo criativo	Alok Gadkar
Director criativo	Satyen Adhikari
Director assistente criativo	Nilesh Naik
Director de arte	Vishal Vinekar
Director de arte	Satyen Adhikari
Redator	Satyen Adhikari
Redator	Nilesh Naik
Illustrator	Vishal Vinekar
Chefe de produção	Vitthal Deshmukh
Production Manager	Shankar Chidambaram
Produtor	Ashwin Menon
Director de fotografia	Prasad Paniker
Diretor dos Negócios	Pulkit Vasisht