HOW TO ACCELERATE A DONATION FOR CATARACTS

September 2016

S I T U AT I O N 2

In Indonesia there are around 3.5 million blind people suffering from cataracts.

However, this situation is not well-known around the world because they do not have a chance to know that.

It is important to let them know this situation in some kind of

way.

3TA R G E T

TARGET = YOUNG TRAVELERS in INDONESIA

Letting them know the situation and make action, we can get enough money to save blind people.

Huge number of young people visit resorts in Indonesia every year

REASON 1

Young people are the engine

to spread some campaigns all over the world

REASON 2

H O W T O C O M M U N I C AT E

KEY ITEM =

We conduct a campaign by using this mismatch.

YOUNG TRAVELERS

Necessary itemto have fun

BLIND PEOPLE

Necessary itemto hide their eyes

SUNGLASSES to HIDE

IDEA

E X E C U T I O N 6

We open a sunglass shop at the resort area in Bali.Seemingly the shop is ordinal. Young Travelers come to this shop without knowing anything.

E X E C U T I O N 7

When young travelers pick up sunglasses, they notice that the prices aren’t written.

Price tagswithout prices

“Hey, clerk!Excuse me?

How much is this?”

E X E C U T I O N 8

In fact, the shop is for blind people.The clerk is also blind because of cataracts

Price tagswith

braille.

“Can you see me? This shop is 　 for blind people.They need sunglassesto hidetheir eyes not to be seen by others.”

E X E C U T I O N 9

The clerk tells the tragic situation of patients of cataracts and request for help.

“In Indonesia, many people are suffering from cataracts.....If you think this situation is tragic,

please help us and let your friends know this situation.”

10W E B M OV I E

We film the whole story of many customers to make webmovies and spread this situation all over the world.

S U N G L A S S E S T O H I D E i n I n d o n e s i a

M E D I A 11

This campaign will appear on many kinds of media and SNSs.

Many People can get a chance to know this situation.

#sunglasstohidehttps://www.nightsunglassparty.id

Sunglass shop to savepatients of CATARACTS

Sunglass shop to savepatients of CATARACTS