|Brand||CELCOM AXIATA BERHAD|
|Product / Service||CORPORATE|
|Category||B01. Education & Awareness (incl. Fundraising and Advocacy)|
|Entrant||M&C SAATCHI MALAYSIA Kuala Lumpur, MALAYSIA|
|Idea Creation||M&C SAATCHI MALAYSIA Kuala Lumpur, MALAYSIA|
|Farrokh Madon||M&C Saatchi||Chief Executive Officer|
|Yee Wai Khuen||M&C Saatchi||Creative Director|
|Keith Tang||M&C Saatchi||Creative Director|
|Merry Chen||M&C Saatchi||Art Director|
|Chew Pei Lyn||M&C Saatchi||Art Director|
|Terianne Campos||M&C Saatchi||Copywriter|
|Foo Yan Wen||M&C Saatchi||Project Manager|
|Michael Quay||M&C Saatchi||Planning Director|
|Lee Poh Li||M&C Saatchi||Director|
|Evelynn Tan||M&C Saatchi||Executive Producer|
|Phoenix Tham||M&C Saatchi||Agency Producer|
|Two AM Music Studios||Two AM Music Studios||Music|
|Sanjook Design||Sanjook Design||Post Production|
Instead of merely preaching about looking out for early signs of visual impairment that can lead to blindness we created THE WORLD’S FIRST MOBILE GAME THAT CAN BE PLAYED WITH YOUR EYES CLOSED. Besides entertaining, we gamified education about eye-care. The game also included eye-checks for 3 common types of Visual Impairment.
We turned the mobile phone into a blind man's walking stick. The game has 3 levels: The Park; The Market; and The Street. Each level sets a challenge. The gamer has to navigate to a set destination only by using just audio cues. At the end of each level, a simple eye check tests gamers for a distinctive visual impairment. Through the game, we combine awareness and an eye-check in an entertaining way.
Significant increase in awareness was achieved through PR and downloads. However, a lot more can be achieved if celebrities can push for greater awareness of the game. And that's something we are hoping to achieve in the near future. Besides the Android version, we are also working on an iPhone version. This too we feel will help increase awareness greatly.
The gamers could take simple eye-checks at the end of each level, within the game itself. For more specialized eye checks they could contact Save One's Sight Missions.