The Background

In India, 1.2 million people live with corneal blindness.

25,000 to 30,000 new cases are added every year. It is not the shortage of donors, but myths and misinformation that stop people from addressing this situation.

Tempest partnered with Live Beyond Life Foundation, a Mumbai-based NGO working tirelessly to spread awareness about eye donation across India.

Aim

Through this initiative, Tempest aimed to:

• Address the myths and misinformation surrounding eye donation.
• Encourage people to pledge their eyes and help restore sight to individuals living with corneal blindness.

Campaign Thought

The campaign had multiple creatives which pulled attention to these common myths:

• I am too old to donate my eyes.
• My eyes will be sold for money.
• I will be blind in heaven.
• I have time. I will decide later.
• One less donor will not make a difference.

Each creative ended with “Destroy the Myth. Create Someone’s World. The Time Is Now” – a direct push against the procrastination and fear that hold people back from pledging their eyes.

Execution

Taking the Pledge

Tempest employees were the first to pledge, leading by example before asking anyone else to follow.

Social Media Campaign

An impactful digital campaign built around popular myths surrounding eye donation was populated on Tempest social media handles.

Dedicated Landing Page Link

A dedicated landing page was created for all the traffic from the campaign to visit, that busted popular myths and directed visitors to take the pledge.

Visitors can click on the link that directs them to our associates, Live Beyond Life Foundation, where they can take the pledge.

Posters Across the City

Tempest employees printed and physically put up the posters on apartment notice boards, beside lift entrances, community spaces across their neighbourhoods, and prominent cultural hubs.

Whatsapp Broadcast

A WhatsApp broadcast carrying key facts about eye donation and a direct pledge link was shared by Tempest employees to their personal contacts and relevant community groups.

Involving Our Clients In This Initiative

Tempest also reached out to its clients, spreading awareness to their employee network. MHRC (Mahavir Hospital and Research Center), Honer Homes, Daily Hindi Milap and P Satyanarayana & Sons took the initiative forward, getting their own employees to take the pledge.

Result

The campaign achieved a reach of 1,67,349 people, generating 1,93,203 impressions and 1,970 clicks.

The initiative turned awareness into action, with pledges coming in from Tempest employees, client organisations, and communities across the city to restore the gift of sight to many suffering with corneal blindness.