The medium used was 'Tags' on the sunglasses at all the opticians. This was based on customers' psychology to first try the glasses and then check out the price tag. We replaced the price tags with tags containing EBCRC (Eye Bank Co-ordination & Research Centre) message. The creative message on the tag simply said: 'If you have an eye for it, please donate.' 'Call EBCRC at 1919, 24162929.' The message along with the chosen medium clearly got across to the selected target audience - young guys & girls who use sunglasses as a part of their fashion statement.

It certainly was a very economical medium as each tag cost only 20 paise (i.e. 0.0044 in dollars, 0.0036 in euros & 0.0024 in pounds). As every time youngsters tried out a new pair of sunglasses/spectacles this message reached them. This not only helped in increasing the awareness of eye donation, but also helped in getting more corneas.