Cannes Lions

Fountain of Sight

J. WALTER THOMPSON, Mumbai / EYE BANK ASSOCIATION / 2016

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Overview

Entries

Credits

OVERVIEW

Description

The Fountain Of Sight is an installation, made from 160 red and white walking canes of former blind people who have been blessed to receive an eye donation. The canes, a symbol of blindness, are printed with the name of the recipient. Each cane was fitted with a little light, symbolizing the bright future that lay before them. The installation stands as a 'Thank You' to every donor, and a plea to every prospective donor to participate in the noblest cause of all - eye donation.

Execution

• The Fountain of Sight used approximately 160 red and white walking canes that were no longer needed by people who have received an eye donation. Each cane was printed with the names and age of these formerly blind people and fitted with a light that symbolized the bright future that lay before them.

• It was launched on 15th Feb 2016 by Dr Avinash Supe, the dean of KEM Hospital

• It was placed at the KEM Hospital grounds and then moved to other local grounds

• The Fountain of Sight stands at an impressive 12 feet high, with 160 walking canes fitted with a light

Outcome

• At the launch the Fountain of Sight hashtag #fountainofsight was spread via social media, the Facebook page had significant likes and shares. Through posts on social media, people shared their pledge to donate their eyes, thus making their wish publicly known among their social circle.

• In 24 hours alone, 57 individuals pledged to donate their eyes online. The installation was put up on 15th February, and with daily footfall of 4931, the reached has crossed 3 lakh 69 thousand.

• KEM hospital intends to keep the Fountain of Sight as a permanent structure so that more people are aware of the cause as well as the number. The hospital has set up a ward where eye donation can take place immediately if the case requires.

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