Harnessing the star power of Amitabh Bachchan for vision care
We worked with The Fred Hollows Foundation and other partners to launch the public awareness campaign See Now in India. With the support of Bollywood superstar Amitabh Bachchan who urged his fellow Indians to “go and get your eyes checked”, the campaign drove demand for eye care and transformed the conversation surrounding vision.
A proud wearer of glasses himself, Amitabh Bachchan chose to support this campaign to encourage those who need glasses to wear them without fear of stigma.
Organized in the state of Uttar Pradesh in 2019 and 2020, the campaign has reached millions of Indians, leading to a surge in people accessing vision services.
Nick Martin, Deputy CEO of The Fred Hollows Foundation was encouraged by the response, “The campaign resulted in an increase in eye screenings across our partner eye camps and more people attended camps in Lucknow. That tells us we are making a significant impact in promoting eye health. With the support of our partners on the ground, we can ensure more people are able to work, provide for their families and improve their quality of life.”
With the global COVID-19 pandemic behind us, there are now plans to expand the campaign across all of India and even to other countries.