MUMBAI – To kick off its inaugural work for its recent digital mandate win for Dr. Agarwal’s Eye Hospital, LinTeractive, the digital division of Lowe Lintas + Partners unveiled a campaign that is first-of-its-kind in eye donation–#Dare2Stare.
#Dare2Stare is 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.
“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,” said Dr. Amar Agarwal, CMD, Dr. Agarwal’s Eye Hospital.
As Dr. Agarwal’s Eye Hospital’s digital agency, LinTeractive will be offering digital marketing capabilities including search, social, web|mobile, social media monitoring, analytics and campaign activation.
“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,” said Vikas Mehta, CMO Lowe Lintas + Partners.
#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.
“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,” said Gauri Joshi, Unit Creative Director, LinTeractive.
