A million people in UAE suffer from Astigmatism and don’t know about it. Our challenge was to raise awareness of this condition and encourage people to get their eyes checked. But people can’t be bothered with that.

Knowing that seeing is believing, we needed to let people see what Astigmatism was like for themselves. We created blurry experiences in cinema and print and stimulated conversations around Astigmatism.

In cinema, we placed a blurred trailer to confuse 3D audiences and in print we blurred the front cover of the newspaper. The executions sparked conversations about astigmatism across media channels (TV Interviews, Radio conversation, Print awareness & Social chatter).

We brought in experts and influencers to fuel the conversation and encourage people to get their eyes checked. Not only did the campaign help grow awareness of astigmatism, it also increased people's intention of visiting an eye optician.The earned media value of the campaign generated was almost 6 times the paid investment

The front cover is the face of the newspaper- sacred and untouchable. And no reputed newspaper would ever let anyone mess around with the design of its front page. But we did exactly that. We convinced UAE’s largest sports newspaper to take a huge risk by blurring their front cover for a day.

We knew Saturday was a big day for football fans so we decided to surprise them by blurring the front page of Sports 360 with a message ‘Are your Daily Scores out of Focus?’. Naturally, readers were confused wondering if there was something wrong with their eyesight. When they turned the newspaper, they were able to see the real front page of the newspaper with a message about Astigmatism.

Our cinema experience reached 105,000 people in 2 weeks.

The campaign helped grow awareness of Astigmatism from 7% to 33% in only 5 weeks. Moreover, people’s intention of visiting an eye optician improved from 25% to 39%. (Source: Agency Tracking Research). The conversations that were generated delivered earned media value of $223,000 through social media posts, on-air mentions, TV coverage & PR. This was almost 6 times the paid investment. (Source: Agency Evaluations)