Bollywood actor, Shri Amitabh Bachchan is the face of a new campaign called “SEE NOW”, which raises awareness on eye-health with the ambition of closing the gap between preventable vision loss and service delivery in India.
Deployed across five key districts in Uttar Pradesh, India’s most populous state, the campaign is expected to reach tens of millions of Indians with a simple request: go and get your vision checked.
Vision loss: an extreme problem in India
- Almost half of all drivers have impaired vision, creating a public safety issue;
- Women account for 67% of vision problems, but are 40% less likely to access services;
- Vision impairment is the second highest risk factor for learning difficulties in children;
- Poor vision accounts for $37 billion in lost annual productivity.
The central solution lies in raising awareness of the importance of eye health, as well as on the safe and simple services that are available. Amitabh Bachchan has chosen to support this campaign to help raise awareness and urge people to go and get their vision checked at government approved services. He is a proud wearer of glasses and hopes that this will encourage others to wear glasses without any stigma.
Watch the video with English subtitles:
With the help from Sightsavers and Essilor 2.5 NVG, the campaign has also profiled “eye heroes” who work to restore vision and fit glasses.
SEE NOW has developed a sustainable campaigning model that will increase the salience of vision and drive demand for services across India through the use of innovative online and offline tactics. Leveraging the influence of Shri Amitabh Bachchan, it will deliver a targeted communications campaign to Indians to get their vision tested.
Click HERE for the full press release.
