CategoryB03. Use of Exhibitions / Installations
Idea Creation J. WALTER THOMPSON Mumbai, INDIA


Name Company Position
Anagha Nigwekar JWT Art Director
Simone Patrick JWT Copywriter
Tyrell Valladares Tyrell Valladares Artist
Vandana Natu Ghana Volante Films Producer
Asmit Chachad JWT Agency Editor
Ahvil Dsousa JWT Agency Editor
Senthil Kumar J Walter Thompson India Chief Creative Officer
Tista Sen J Walter Thompson India National Creative Director

The Campaign

Fountain of Sight, a 12-ft installation with 160 red & white blind walking canes featuring the names and age of actual recipients. These actual discarded canes were repainted and fitted with a little light to represent the bright future that lay before them.

Creative Execution

The team approached several formally blind individuals who have received an eye donation and who were willing to discard their walking canes. Each of their names and ages were printed on the repainted canes as a symbol of their gratefulness for eye donations. The building of the installation began months before the inauguration, which finally culminated in a grand reveal ceremony at the KEM Hospital Grounds, Mumbai's largest and busiest government hospital with a daily footfall of 5000 plus people. The Fountain of Sight stands at a grand 12ft with 160 red and white walking canes and 160 tiny bulbs fitted in them.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 3000 people donated their eyes within a few months, the donations keep coming in as the installation has now become a permanent fixture at the KEM Hospital Grounds. Social media took to the hashtag #fountainofsight and several people came out and pledged to donate their eyes making their friends and families aware of their decision. Several people came out and spoke of their previous inhibitions and concerns - and felt relieved with the information provided by the people at the Eye Donation hotline.

Explain why the method of promotion was most relevant to the product or service

Fountain of Sight is a 12-ft lit-up installation with 160 red & white canes (a symbol of blindness) featuring the names and age of cornea recipients. The installation had the hotline number of the All-India eye donation centre, to urge onlookers to pledge to donate their eyes and create awareness of the impact a single eye donation can have on a blind person's life.

People of every age and gender require corneas. So our target audience was everyone from the elderly to teenagers. The installation was strategically placed in the very busy courtyard of Mumbai's biggest government-run hospital - KEM. The footfall per day at KEM Hospital is 5000 plus people. KEM Hospital inaugurated the Fountain of Sight on the 23rd of February with the Chairman of the hospital cutting the ribbon. The Fountain of Sight has since been highly appreciated and several hospitals across the city have recently commissioned replicas for their own grounds.


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