Alok Gadkar
Executive Creative Director & General Manager at The Classic Partnership Advertising, Dubai
Dubai, United Arab Emirates
TitleNazar Initiative
Agency
Campaign The Nazar Initiative
Advertiser Aster DM Healthcare
Brand Aster Clinics
Date of First Broadcast/Publication
Business Sector Public Safety, Health & Hygiene
Story Dubai’s construction industry employs several South Asian workers, most of them uneducated. Through the "Nazar" (Vision) Initiative, Aster DM Healthcare set out to educate these workers on the importance of eye care by encouraging them to undergo an eye test using a pictorial eye chart. 
Philosophy Through The Nazar (Vision) Initiative we directly communicated with the workers on the importance of eye care. We created icons of equipment used in the construction industry. Using these icons, we created an eye chart that worked as effectively as the traditional eye chart. These eye charts were then distributed as ‘Do it Yourself’ Eye Test Direct Mailers. Since, the workers were familiar with the equipment they could easily identify them. Those with poor eyesight went to Aster Optical for a thorough eye examination and received free eyes glasses. 
Problem Dubai’s construction industry employs several South Asian workers, most of them uneducated. With an average monthly income of $220 and 12-hour work shifts, the workers neither have the money nor the time to take care of their health. In the long run, their health suffers, especially their eyesight. Aster Healthcare wanted to undertake a CSR initiative that would encourage these workers to undergo an eye test. However, the biggest challenge was that most of the workers are uneducated and hence the traditional ‘Snellen Eye Chart’ was of little use. 
Result Through The Nazar Initiative, Aster Healthcare got directly in touch with 2300 construction workers. Between them 800 ‘Do It Yourself’ Eye Test Kits were distributed. 460 workers went to Aster Optical for a thorough eye check up. 200 of them had vision problems and received free eye glasses. After the success of Phase 1, Aster Healthcare plans to roll this project across the entire UAE so more and more workers are benefited. There are plans to take this initiative to underprivileged villages and communities across the region. 
Media Type Direct Response
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Executive Creative Director
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Art Director
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Head of Production
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Business Director

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