Chennai : Lowe Lintas digital arm LinTeractive has won the digital marketing mandate for Dr Agarwal’s Eye Hospital, a chain of eye-care centres, headquartered in Chennai.
The agency has rolled out a #Dare2Stare initiative, which encourages people to pledge their eyes for donation.
Lowe Lintas has launched an online video campaign for its newly won client Dr Agarwals eye hospital chain that begins with a blind woman challenging the viewer to a game where the first person to blink loses.
After the contest the women will be saying “Please be honest if you blinked, because I cannot see. I am blind,” “I hope you would not blink at the thought of donating your eyes for someone, like me.” the women says.
Three million Indians are awaiting corneal transplants, the video for Chennai-based international eye-care group Dr. Agarwal’s Eye Hospital explains.
“Do you #Dare2Stare?” the charity asks, directing the viewer to a website where they can pledge their eyes for use after passing on. “Lending vision, after life, is the noblest act of humanity”, the website reads.
Vikas Mehta, CMO, Lowe Lintas + Partners, said, “ Dr Agarwal’s is an organisation with deep-domain knowledge and a great heart. They are at the early stages of building their digital presence, which allows us to co-create with them, the entire digital marketing ecosystem. Driving ‘digital transformations’ excites us both as a business, and as a team of practitioners. Working with an Indian company towards their global ambition, makes this partnership truly special.”
Gauri Joshi, unit creative director at LinTeractive, Lowe Lintas’ digital arm, said: “We asked ourselves a very simple question: ‘How could people feel emotionally connected to a visually impaired person and his need for eyes?’ The answer, we realized, lay in an old and popular staring game. When someone looks deeply into another set of eyes, it’s impossible to turn a blind eye to this social issue anymore. And that’s the crux of #Dare2Stare campaign. We are hopeful that this creative rendition would bring about a shift in the way people think about eye donation in general.”
The campaign is a first assignment for a newly won client of Linteractive, the agency announced today.
Dr. Amar Agarwal, CMD, Dr Agarwal’s Eye Hospital said in the agency’s press release: “We’re glad to have LinTeractive on-board as our global digital marketing partner and excited about our first campaign together, #Dare2Stare. As a company committed to the cause of increasing awareness around the importance of eye donation, we want to play a role in bringing vision to more people in the world. We hope the campaign will open many more eyes and make more people come forward to donate their eyes to others, after they’re gone.”
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