Brief Explanation

With 52 million visually impaired people, India has almost 1/4th of the world’s blind population and a majority turning a blind eye to the problem. The fact was endorsed by the shocking statistic: Only 4500 corneas are donated, while the actual demand is more than 1,00,000. As part of their eye donation drive, the client wanted to focus on increasing the number of donors. Anchoring on the insight that people do not see anything when dead and in a coffin, we made a commercial which was completely black throughout and used the darkness of a cinema hall to our advantage.

Results and Effectiveness

Over 1300 corneas were donated through giftanorgan.org. Which means more than 1300 Indians who would have stayed blind, will now see.

Creative Execution

Since the film showed only a black screen throughout, we used the dark ambience of the cinema halls to help elevate this experience. On the same day, audiences were exposed to a full page print ad which was all black with only a message, a large 'all black' outdoor hoarding in educational institutions and a website that was designed to celebrate the donor, make the donation process easier and complete with a certificate and social presence.

Insights, Strategy and the Idea

Young India had to be made more aware about the need for eye donation and what better way to get their complete attention than in a cinema hall - a common hang out amongst the Indian audience. With more of the youth believing in giving back to the society, a high-impact campaign drive by a donation foundation would certainly help start conversations among them. The commercial was designed to have only a black screen, was simple yet intriguing; using the cinema's darkness worked to our advantage.