LinTeractive; Unveils #Dare2Stare, an innovative approach to eye-donation

LinTeractive, the digital division of Lowe Lintas + Partners has won the digital marketing mandate for Dr. Agarwal’s Eye Hospital, a super-specialty global chain of eye-care centers headquartered in Chennai. As its partner, the agency would be offering digital marketing capabilities including search, social, web|mobile, social media monitoring, analytics and campaign activation to Dr. Agarwal’s Eye Hospital.

Kicking off its inaugural work for the client, LinTeractive has unveiled #Dare2Stare, an interactive online initiative designed to encourage more people to pledge their eyes for donation. The initiative goes live through multiple digital touch-points and a website created for collecting eye-donation pledges, dare2stare.in.

Sharing his views on choosing LinTeractive as the AoR and also on the campaign, Dr. Amar Agarwal, CMD, Dr. Agarwal’s Eye Hospital said: “We’re glad to have LinTeractive on-board as our global digital marketing partner and excited about our first campaign together, #Dare2Stare. As a company committed to the cause of increasing awareness around the importance of eye donation, we want to play a role in bringing vision to more people in the world. We hope the campaign will open many more eyes and make more people come forward to donate their eyes to others, after they’re gone.

On being appointed the global digital partner for Dr. Agarwal’s Eye Hospital, Vikas Mehta, CMO Lowe Lintas + Partners said: “

Dr. Agarwal’s is an organization with deep-domain knowledge and a great heart. They are at the early stages of building their digital presence, which allows us to co-create with them, the entire digital marketing ecosystem. Driving ‘digital transformations’ excites us both as a business, and as a team of practitioners. Working with an Indian company towards their global ambition, makes this partnership truly special.”

#Dare2Stare, is a first-of-its-kind initiative towards the cause of eye-donation in India, where organ donation is still a neglected reality with few people coming forward, especially for their eyes. The campaign is specially designed to encourage more people to pledge their eyes for donation. The initiative goes live through multiple digital touch-points and a website created for collecting eye-donation pledges, dare2stare.in, in an effort to help more than 2.5 lakh Indians regain their vision with corneal transplantation.

Sharing her views on the creative expression rendered to the online initiative, Gauri Joshi, Unit Creative Director, LinTeractive said: “We asked ourselves a very simple question: ‘How could people feel emotionally connected to a visually impaired person and his need for eyes?’ The answer, we realized, lay in an old and popular staring game. When someone looks deeply into another set of eyes, it’s impossible to turn a blind eye to this social issue anymore. And that’s the crux of #Dare2Stare campaign. We are hopeful that this creative rendition would bring about a shift in the way people think about eye donation in general.”

Detail #Dare2Stare Campaign:

#Dare2Stare is a first-of-its-kind initiative towards the cause of eye-donation in India, where organ donation is still a neglected reality with few people coming forward, especially for their eyes. For the sightless, such a transplant often means a second chance at life and allows then to return to a normal lifestyle. More than 2.5 lakh Indians can regain their vision with corneal transplantation. Donated eyes are used to conduct research and discover improved solutions to cure blindness and other eye problems.                                         

#Dare2Stare emphasizes on the importance of donating one’s eyes after death to provide the gift of sight to people who need them.

Dare2stare.in is a useful online interface that allows users to log in and pledge their eyes for a cause. All one has to do is just fill in one’s name and other basic details and press ‘I want to pledge my eyes’. With every click, the user will be registered as a donor and later receive a confirmation call from Dr. Agarwal’s Eye Hospital. Other necessary formalities will be completed post the successful registration of every individual.

 

 

 

Advertising
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Advertising