They Can't Read, But Now They Can See" -
A Visionary Transformation
Client: Aster Eye Clinic
Brand: Aster Eye Clinic
Award: Cannes Lion Award 2016
Agency: Partnership ME
Product and Photography: Nasir Rauf
Brand: Aster Eye Clinic
Award: Cannes Lion Award 2016
Agency: Partnership ME
Product and Photography: Nasir Rauf
Overview:
"They Can't Read, But Now They Can See" encapsulates a transformative initiative that seamlessly blends art, photojournalism, and a noble cause. This collaborative effort between Partnership Middle East and Aster Eye Clinic not only secured the prestigious Cannes Lion Award in 2016 but also garnered additional accolades at the Dubai Lynx Awards.
The Noble Cause:
The project was conceived with a mission — to assist laborers whose daily work involved handling dangerous tools. Acknowledging the critical importance of clear vision in their endeavors, the campaign aimed to address the lack of awareness and resources among this demographic.
The Innovative Approach:
Partnering with Aster Eye Clinic, the visionary campaign took eye care directly to labor camps. A field survey was conducted, testing workers' eyes at their workplace. Specialized eye testing charts featuring tool vectors were designed to bridge the gap for the often uneducated laborers, enabling them to identify tools visually.
From Field to Clinic:
Identifying individuals with weak eyesight, the next step involved arranging appointments and transportation to the clinic. Nasir Rauf's lens captured the entire journey — from the challenging workspaces, the risks of operating sensitive tools, to the eye testing in the field and the clinic equipped with advanced technology. The climax was the provision of free eyeglasses, enhancing both safety and clarity for the laborers.
Nasar Rauf's Pivotal Role:
"They Can't Read, But Now They Can See" paints a powerful visual narrative, expertly captured by Nasir Rauf. His lens not only documented the laborers at work but also portrayed the beauty of their eyes and the risks they faced. Nasir's skillful storytelling extended beyond advertising into the realms of art and photojournalism.
Recognition and Impact:
The campaign's success extended beyond Cannes, earning Silver and Bronze at the Dubai Lynx Awards. Nasar Rauf's portrayal of the entire journey — from laborers in their work environments to the joy of receiving eye care — contributed to the project's recognition as a powerful example of advertising with a purpose.
"They Can't Read, But Now They Can See" is more than a campaign; it's a testament to the power of storytelling, empathy, and the impactful convergence of advertising and humanitarian efforts. The accolades received bear witness to its profound impact, both visually and socially.
