Bausch & Lomb Outdoor MIRROR TO THE FUTURE by Point Blank India

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Industry Cosmetics & beauty products
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market India
Agency Point Blank India
Creative Director Sujeesh Sukumaran
Art Director Sandesh Pawar
Copywriter Geo Joseph
Released January 2012

Credits & Description

Category: Bars, Restaurants & Stores, etc.
Advertiser: BAUSCH + LOMB
Product/Service: GATE PROGRAM
Chief Creative Officer: Sujeesh Sukumaran
Copywriter: Geo Joseph
Art Director: Sandesh Pawar
Account Manager: Nidhi Patel
Account Manager: Nidhi Patel
Ambient Execution Description
THE CHALLENGE: We were asked to devise a promotional campaign for Bausch+Lomb's Glaucoma Awareness Testing & Education (GATE) program. This campaign was directed towards the general public, urging them to get their eyes screened for glaucoma.
THE PROBLEM: Even though glaucoma is one of the leading causes of avoidable blindness in India, the general awareness about the disease is very low (ranging from 0.27% in the rural population to 13.3% amongst the urban). Most of this population chooses to ignore things they don't understand. So, how do we grab their attention? How do we urge them to take action?
THE IDEA: An average person looks at himself in the mirror roughly 28 times a day. The tendency to notice or admire one's reflection increases drastically in places with a number of mirrors. One such place is the optometrist's clinic, with a number of table and wall mounted mirrors to help the customers choose their spectacle frames. This incidentally, is also the most relevant place to target individuals who are genuinely concerned about their vision.
We transformed one of the mirrors at optometrists' clinics to give their customers a true feel of glaucoma marred vision, forcing them to look into a glaucoma affected future instead of imagining it. The accompanying communication directed the individuals to undergo a glaucoma screening test with the optometrist, trained under the GATE program.