Titan Eye Plus' campaign shows the 'right blue for kids’

Created by Wavemaker, the campaign educates everyone about the presence of harmful blue light in electronic gadgets

e4m by exchange4media Staff
Updated: Aug 8, 2020 9:19 AM
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Kids are exposed to multiple screens and gadgets ideal for consumers with or without power, leaving parents worried about their eyes.
Taking note of the situation, Titan Eye Plus has come up with a campaign that aims at educating everyone about the presence of harmful blue light in these gadgets, calls out its ill-effects and provides relevant solutions. The campaign has been created and conceptualized by Wavemaker.
"This campaign differs from others in using a two-pronged approach to target both the direct user of the product as well as the decision maker of the purchase, inculcating the importance of blue protection in both audiences simultaneously. The solution is not centered on just the product but brings to fore small lifestyle changes that can make a difference," the company said in a statement.
Talking about the campaign, Shalini Gupta, Marketing Head Eyewear Division, Titan Company Ltd., said, "Children are already spending far more time than recommended with screens. It is increasingly becoming evident that gadgets have become an indispensable part of kid’s routine, from learning to entertainment, impacting the overall eye health. The impact of Blue Light emitted from the screens of various gadgets has been an increasing concern resulting in eye-strain, blurring of vision, dry eyes and headache. With this campaign we wanted to address this burning issue. The campaign takes a solution oriented approach to the problem with a vision to equip the parents with information and advice that is crucial for the new normal."

Commenting on the film, Wavemaker said, "Since the lockdown, school kids and the college going youth have been subjected to multiple hours of screen time, sometime even at a stretch. Parental woes have been a discussion point on social who’ve been watching their children spend a number of additional hours on their gadgets since this pandemic lockdown.
We wanted to best use this unforeseen opportunity and help these kids and their parents (the decision makers) with the “Blue for Kids” campaign targeted the school going populous as well as the youth who are now receiving general education online for extended hours, in the effort to impart the knowledge that harmful blue light from gadget screens can cause strain and can be avoided with simple ready-to-use computer glasses (without power) or custom powered Blue Filter Lenses by Titan.
Since we were talking to and about kids, this film hinged on the perspective of a child and his/her life in terms of gadget use and screen time. In making known the new gadget-inclined schedules of children, we passed on a message to their parents subtly."

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