DDB MUDRA GROUP, Mumbai / LENSKART.COM / 2016
Blindness is not just physical – ask a transgender.
15/4/2014 – The Indian Supreme court recognized Transgenders as the third gender. Despite this ruling, transgenders (600,000 in India) continue to be unseen by society, with a major question mark hanging over their integration into mainstream jobs/social roles.
Where others would see two problems, we saw one big opportunity. We decided to bring transgenders into the spotlight, with a mega event that gave high visibility to both causes.
On the anniversary of the supreme court verdict, we created a Lenskart event for transgenders- the largest ever eye donation camp conducted in the country.
The event was executed close to the Supreme Court of India, in the capital city of New Delhi.
In just one event, we managed to catch the world’s eye.
A new high in eye donation pledges, with over 200,000 received in a single day. Transgenders gained high visibility by taking up the cause, and proved themselves to be valuable members of society.
Over 35 news channels covered the event, creating immense visibility for both the causes, as well as the brand (on a very low budget), and unparalleled respect for all three.
In the wake of the event, transgenders became more visible in mainstream society, with the setting up of a helpline for transgenders, the first ever transgender college principal, the first ever valid entry for transgenders into the police force.
Above all, over 200,000 eye donation pledges received in a single day- the largest ever in the nation’s history.