The plan was to reach out to as many illiterate construction workers across Dubai, and urge them to take the eye test. We travelled to several labour camp in the city, identified labourers working in the construction industry and distributed these charts to them.

Dubai has a mandatory health insurance policy for all its residents. Most insurance policies cover basic health requirements but don't cover eye care, dentistry etc.

An eye chart was created using icons of equipment used in the construction industry. Several of these eye charts, which worked as effectively as the ‘Snellen Eye Chart’, were later distributed to illiterate construction workers across Dubai. The workers underwent a visual acuity test with the help of these charts as they could easily identify the icons. Those with poor vision were sent to an eyesight testing center for a through eye examination and later received free eyeglasses. Thus we ended up creating a design language that can be adapted and implemented across illiterate communities around the world.

Over a period of two months, more than 600 eye charts were distributed to illiterate labourers working in the construction industry. Promoters were hired to directly distribute these charts in key labour camps across Dubai and other places where these labourers frequented.

Over 7000 workers took the test. 33% of them suffered from poor vision and received free eye glasses. All this was made possible within a limited budget. Several workers pledged to get their eyes checked at least once a year. Thus we were able to change mindsets when it came to eye care.

The task was to communicate with illiterate construction workers who are from different nationalities. A mere one-way communication wouldn’t have made any difference as most of these workers are reluctant to spend on eye care from the little income they earn. This piece of work was interactive and experiential. The entire worker community was seen actively participating which resulted in changing of mindsets when it came to eye care.

The plan was to get as many construction workers as possible across Dubai to take the eye test. We went to several key labour camps in the city, identified labourers working in the construction industry and distributed these charts through promoters to individuals and groups. Later we ensured that those who suffered from poor vision went to an eyesight testing center for a complete eye examination.

Aster Healthcare wanted to undertake a CSR initiative that would win people’s hearts and occupy their minds, thus creating immense goodwill for the brand. The task was to create emotional affinity and make a widespread difference within a limited budget.

Dubai’s construction workers are exposed to sun and sand, constantly. Light-toned surfaces like sand have high Albedo that can cause stress to the eyes. This, combined with their nature of work, can cause long term damage to the eyes. Moreover, these workers are reluctant to spend on healthcare from what little money they earn.

We wanted these workers to undergo a visual acuity test. However, the challenge was that, these workers are from different nationalities and most of them are illiterate.