LinTeractive has come out with a new digital campaign #Dare 2 Stare which urges people to take time out and pledge their eyes for donation, because there are more than 3 million Indians who are waiting in the queue. The campaign has been done for Dr Agarwal’s Eye Hospital, a global eye-care hospital whose digital mandate the agency has recently bagged.
The video is set in a black and white tone and talks about taking up the challenge, which we all have played as kids. A woman challenges the viewer to the game of ‘the one who blinks first loses’. The timer starts ticking and she stops at the tenth second. She says be honest if you blinked, because I cannot see, I am blind. She urges people to pledge their eyes to make a little difference to the vast number of people who are not born fortunate enough to see the world in which they live in.
Sharing her views on the creative expression, 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.”
View the ad here:
By late Wednesday evening, #Dare2Stare was trending on Twitter with more than 1,000 tweets. On the same platform, the hospital also tagged big brands like Mountain Dew, Amazon India, Havells, Coca-Cola, Paper Boat and asked them to take up the Dare2Stare challenge, which helped them to grab eyeballs.
Here is an excerpt of the posts:
Chetan Asher, CEO, Tonic Media feels that the concept of the video is cool and it hooks the TG as well. “So the idea is great, but execution could have been better. Instead of saying ‘Click here to pledge’, the brand could have pushed people to take the pledge. A deeper integration or a viral multiplier effect would have had a better impact, something like the ALS challenge, where people had to get involved because of the challenge,” he cited.
Rajiv Dingra, Founder & CEO, WATConsult commented that the ad is good, but it could have been ‘WOW’ if few things were kept in mind. “Firstly, when you click on the microsite, the name of the hospital and every other detail on eye donation comes on the top. Instead if the video was only there, then it would have created curiosity among people. Secondly, the character is fictional, which kind of questions the honestly. Being an Eye Hospital, they could have easily used a real blind patient; it would have looked far more real. Thirdly, pledge is a very old school thing; the concept has been done to death. With these little tweaks, it could have been a really amazing campaign,” he pointed.