Brief Explanation

The Business Challenge: The Sri Lanka Eye Donation Society (SLEDS) was facing a crisis due to dwindling reserves in its eye bank. While people in Sri Lanka were aware of the fact that they could donate their eyes after death, they did not believe that it was a problem that still existed. Furthermore, awareness regarding eye donation among the younger generation had declined. The Big Idea: We needed to inform Sri Lankans to permit someone else to use their eyes, after them. The creative idea was simply to urge people “to pass it on” The Results: (all data provided by SLEDS, unless stated otherwise) • Sri Lanka provides the highest number of donated corneas worldwide, helping to meet targets set by WHO’s Vision 2020 & UN’s ‘Sight Project’. • SLEDS donates free corneas to many countries. As a result, Sri Lanka receives US$ 36,000 monthly in aid, which is given back to the country. • There is no waiting lists for eye tissue in Sri Lanka. In 2011, the number of eyes donated to the Society increased by 27% over the previous year. • Post the campaign launch, the SLEDS Hotline has seen a 25% increase in requests for donor applications vs. the previous year. • 80% of people were aware of the campaign, with over 60% considering to donate their eyes. In addition, more than 40% had commented on the campaign on social media. (Agency dipstick.) • The PR value that the campaign received was estimated to be valued at over Rs. 4,000,000 (US$36,000). • "Pass It On” amassed a viewership of over 125,000 in the first 10 days of its posting on YouTube, and is still growing to date. (Source: internet data.) The following are some statistics sourced from the World Wide Web. • Over 225,750 hits on YouTube up to 31st December, 2011. • 32nd most viewed video in India in any category. • 44th most viewed video in 'Film & Animation' globally • 2nd most Tweeted video in 'Film & Animation'.