Mumbai: Every day, millions of schoolchildren across India struggle with undiagnosed vision problems, often making their academic challenges seem insurmountable. For 3.4 million children, something as simple as a pair of glasses could be the key to unlocking their potential. Recognizing this, ICICI Lombard General Insurance Company Limited has launched an emotionally powerful campaign film for their flagship CSR initiative, Caring Hands, to shed light on the unseen struggles of children who face vision issues in the classroom.
The film follows a young student grappling with blurry vision and the subsequent impact on their academic life. We watch as the child leans closely over their notebook, unable to read from the blackboard, and struggles to keep up in class, only to face embarrassment when questioned by the teacher. This poignant narrative mirrors the experiences of millions of children across India whose academic difficulties are caused by poor vision rather than a lack of interest or ability.
In a moving statement, Sheena Kapoor, Head of Marketing, Corporate Communications & CSR at ICICI Lombard, shared: “Every year, ‘Caring Hands’ gives us moments that touch our hearts and get etched in our memories. Given that this is a 100% employee volunteering initiative, it has provided not only a sense of pride and gratification for our employees but we have also impacted over 5 lakh children. They come back with stories that are moving – of a child’s joy at seeing the world clearly for the first time, of a future that suddenly looks brighter. Caring Hands is more than just an eye check-up camp; it’s about bringing invisible struggles to light. The story of one child struggling to see the blackboard represents millions across India. Through this film, we hope to spark a larger conversation on children’s eye health and inspire meaningful change in this often-overlooked area.”
Caring Hands stands out due to its unique employee-volunteering model, where ICICI Lombard employees take a hands-on approach, working directly with ophthalmologists and schools to ensure children receive free eye tests and spectacles. The initiative goes beyond corporate social responsibility, turning it into a personal social commitment for each employee involved.
The campaign has already made a significant impact:
- Over 500,000 children tested across 2000+ schools in more than 120 cities.
- More than 50,000 spectacles have been provided to children in need.
- The initiative operates as a 100% employee-volunteering model, showcasing corporate India’s dedication to social change.
Through this initiative, ICICI Lombard continues to demonstrate the power of corporate intervention in addressing critical healthcare issues faced by India’s younger population, changing lives one child at a time.
