Mumbai: Refractive error, defined as optical imperfections that prevent the eye from properly focusing light, causing blurred vision affects an estimated 30% of the population globally. This percentage is growing as more and more children are developing myopia at early age.
Acuvue Brand Contact Lenses along with LinEngage – the experiential marketing & activation agency of MullenLowe Lintas Group, have initiated a program to create awareness on the importance of eye health and promote early detection of refractive errors among young students in India.
Acuvue & LinEngage orchestrated this unique engagement initiative. It’s an initiative that needs a deep understanding of the campus dynamics, youth mindset and the sensitive nature of the product. The first such trial was conducted recently across 3 colleges in Mumbai and plans are afoot to organize it across more colleges as well. About 2000 students have already participated and benefitted from the positive outcome of the program.
Commenting on the initiative undertaken by the company, Vivek Bhatnagar, Director – Vision Care, said: “Anchored by a vision to bring healthy vision to people in India, Acuvue believes that this initiative will help the younger generation to become more aware and learn about the importance of eye-health at an early age itself. The initial feedback from students in Mumbai has been positive and we are looking to expand this initiative to other parts of the country.”
Sharing the communication objective behind this initiative, Sriharsh Grandhe, EVP, LinEngage said: “Contact Lenses in India has been a stubborn category with very little momentum. Primarily, there is a big lacking in consumer familiarity and misinformation. LinEngage’s specialized approach using technology for engaging with audiences interestingly has shown promise. We are excited about partnering with Acuvue® in the consumer education initiative.”
With this initiative, Acuvue® and LinEngage seek to create awareness on the importance of eye health and promote early detection of refractive errors among young students in India.