The idea is to help children realize by themselves they are not seeing as clear as they could. To do so, we gave students a pair of glasses made of paper. Instead of graduated lenses, Paper Glasses have pinholes that use the stenopeic effect to improve visual acuity.

The Stenopeic Effect is a physical optics effect that increases the depth of field. When allowing only a very narrow beam of light to enter the eye, there is no convergence, achieving clear vision at any distance.

Paper Glasses works as a simple vision test to keep children in school.

As its name suggests, Paper Glasses are made of 150gr. paper and 2mm. pinholes with a 2mm separation. To attach them into Santillana's School Guide, they have an extra 5cm piece of paper to be adhered to the guide as another sheet without using any extra materials.

On the previous page, there is an explanation directed to the student. We made sure to create a simple enough text with big letters that all children could understand; such text instructs them to inform their teacher if Paper Glasses gives them better focus on objects or if it helps them read better.

In the Teacher’s guide, we include information about the Stenopeic Effect and more detailed instructions about how to use Paper Glasses as a first visual test.

Before the campaign Save The Children had only 31% of awareness in Mexico, with Paper Glasses it increased to 43%.

70% of the people that recalled Save The Children didn’t know of their work for educational rights, with paper Glasses that number were lowered by 34%.

After the campaign, donations via website were raised by 9% average per month.

Visits to the Save The Children webpage were raised by 28% and engagement in facebook raised to 41%

Awarness of Santillana as a conmpany concerned for the education of the children were raised by 26%.

After Paper Glasses, the number of schools interested in receiving the Santillana School guide were raised by 12%.

In 2016-2017 School term (starting this August), we will reach 4.6 million kids in elementary school. By 2017-2018 we will start, thanks to Save The Children, in one of the 120 countries where they have presence.

Santillana is a leading educational publisher in Mexico.

To raise awareness about its commitment with society and education, Santillana joined forces with Save The Children to create a vision test students could take by themselves.

To reach millions of students, including those in rural communities, Save The Children joined forces with Santillana, leading educational publisher. Paper Glasses come attached with each copy of Santillana's school guide that children receive every term.

To tell everyone about the idea, we launched a WebVideo supported by influencers, a print campaign, and Save The Children and Santillana's owned media.

We also used a direct mailing strategy targeted to specialized media.

All efforts lead to our YouTube Channel, where people could follow the experience of the first students that received Paper Glasses.

Quickly, the media picked up the story, just in time for the new school term.

An estimate of 75% of school dropout cases in Mexico are related to visual impairment; but it’s a real challenge to reach all schools to apply eye examinations student by student, specially in isolated communities.