The Campaign

CHALLENGE : IN VIETNAM, EYE RELATED PROBLEMS ARE AS HIGH AS 60% AMONGST KIDS AGED BETWEEN 6-10 YEARS OLD. THE PROBLEM IS ALARMINGLY HIGH IN RURAL AREAS. THE EARLY DETECTION OF THIS PROBLEM IS THE ONLY MEANS TO POSSIBLE SOLUTIONS. OBJECTIVE : A PROBLEM LIKE THIS CAN ONLY BE DETECTED EARLY, CANNOT BE ELIMINATED. HOW CAN OMO ENCOURAGE FAMILIES TO GET EYE TESTS. SOLUTION: THE OMO KITE IS A DIY EYE TEST. OMO RECREATED HALF OF THE PROFESSIONAL EYE TEST WITH OPHTHALMOLOGISTS. THE KITE CAN APPROXIMATELY DETERMINE VISUAL ACUITY, PERIPHERAL VISION (ENOUGH TO IDENTIFY THE PROBLEM) BY USING A SIMPLE COST EFFECTIVE THREAD MARKER FOR THE RIGHT DISTANCE AND ALPHABETS PRINTED ON THE KITE. EXECUTION: THE KITE COST 1 $ TO PRODUCE , 2000 SUCH KITES WERE DISTRIBUTED VIA THE OMO NATIONWIDE PLAYGROUND INITIATIVE IN THE SIX LARGEST PARKS IN THE COUNTRY. (AVERAGE FOOTFALLS OF 5000 PEOPLE ON WEEKENDS) 3000 KITES WERE DISTRIBUTED VIA THE OMO SCHOOL ACTIVATION PROGRAM. THIS SCHOOL ACTIVATION PROGRAMS RUN IN 50 SCHOOLS ACROSS THE COUNTRY, OUT OF THESE 15 SCHOOLS ARE IN RURAL PARTS OF VIETNAM. ON AN AVERAGE ELEMENTARY SCHOOLS HAVE 4000 KIDS AGED BETWEEN 6-12. APPROXIMATELY 60,000 KIDS GOTS THEIR EYES CHECKED

The Brief

THE CHALLENGE WAS TO REACH THE RURAL PARTS OF VIETNAM, WHERE CONVENTIONAL MEDIA DOES NOT REACH & URBAN PARENTS.

Creative Execution

SINCE THE KITE COSTS A DOLLAR TO MAKE, IT WAS DISTRIBUTED FREE OF COST ALONGSIDE EXISTING BRAND INITIATIVES. • TO REACH KIDS 3000 KITES WERE DISTRIBUTED IN ONE DAY VIA THE OMO SCHOOL ACTIVATION PROGRAM. THE POTENTIAL REACH OF THIS ACTIVATION PROGRAMS RUN IN 50 SCHOOLS ACROSS THE COUNTRY, OUT OF THESE 15 SCHOOLS ARE IN RURAL PARTS OF VIETNAM. ON AN AVERAGE ELEMENTARY SCHOOLS HAVE 4000 KIDS IN THE AGE GROUP OF 6-12. TOTAL = 15 SCHOOLS X 4000 KIDS = 60,000 KIDS WERE EXPOSED TO THE IDEA • TO REACH PARENTS & KIDS 2000 KITES WERE DISTRIBUTED VIA THE NATIONWIDE OMO PLAYGROUND INITIATIVE IN THE 6 LARGEST PARKS IN 2 URBAN & 3 SEMI-URBAN THAT ARE MAINTAINED BY OMO. AVERAGE FOOTFALLS OF 5000 PEOPLE ON WEEKENDS.

THE FLYING EYE TEST REACHED APPROXIMATELY 60,000 KIDS FROM THE TOTAL OF 2 MILLION CHILDREN IN THE AGE GROUP OF 6-12 IN THE URBAN VENUES OF PARENTS HELPED SPREAD THE MESSAGE OF EYE TEST TO MORE PEOPLE PRESENT: 1.THONG NHAT PARK HANOI 2.TAO DAN PARK & 23 SEPTEMBER PARK IN HCMC IN SEMI URBAN AREAS OF CA MAU, NAM DINH & HAI PHONG PROVINCES THE KITE DESIGN WAS COPIED BY LOCAL KITE MAKERS, HELPING THE BRAND SPREAD THE EYE TEST MESSAGE EVEN FURTHER

KITE FLYING IS A SOCIAL ACTIVITY IN VIETNAM. FAMILIES GET TOGETHER & FLY KITES ON HOLIDAYS IN COMMUNAL PLACES. TO SPREAD THE MESSAGE OF EYE-TESTING & TO MAKE IT ACCESSIBLE TO POOR PEOPLE, OMO DESIGNED THE FLYING EYE TEST. STAYING TRUE TO THE BRAND SPIRIT, A SIMPLE EYE TEST WAS CREATED AROUND THE PLAYFUL PASTIME OF KITE FLYING. THE SNELLEN CHART IS THE MOST COMMONLY USED METHOD OF EYE TESTING. OMO RECREATED HALF OF THE PROFESSIONAL EYE TEST WITH OPHTHALMOLOGISTS. THE KITE CAN APPROXIMATELY DETERMINE VISUAL ACUITY, PERIPHERAL VISION (ENOUGH TO IDENTIFY THE PROBLEM) BY USING A SIMPLE COST EFFECTIVE THREAD MARKER FOR THE RIGHT DISTANCE AND ALPHABETS PRINTED ON THE KITE. THE FLYING EYE TEST BECAME A NOVEL COST EFFECTIVE IDEA LOVED BY PARENTS & KIDS. PROVING …THAT EVEN MAJOR HEALTH PROBLEMS CAN BE SOLVED THROUGH PLAY & DIRT.