Super Star Amitabh Bachchan’s ‘See Now’ Campaign

Don’t lose sight of your sight. That is the message that is being driven home by this new campaign launched in Uttar Pradesh. The campaign has been initiated by organisations like The Fred Hollows Foundation, Essilor Vision Foundation, Sightsavers India and Vision2020 India

The “See Now” campaign is a drive to raise awareness among the public about the importance of vision and encourage regular eye check-ups at the nearest Government approved centres. With Amitabh Bachchan as the face, the campaign which has been launched in Uttar Pradesh aims to penetrate the rural regions and reach the masses. After all, when the masses see their superstar sporting the specky look with such elan, they will find no reason to shy away.

The campaign is funded by The Fred Hollows Foundation and in part by Essilor Vision Foundation, and is working in partnership with Sightsavers India andVision2020 India among others.

The campaign has profiled ‘eye heroes’ to restore vision and fit glasses. They have set up an interactive call centres which will guide people to find out where their nearest Sightsavers eye camp or Eye Mitra Optician. If there is no eye camp in the vicinity, it will register the caller’s location to request for an eye camp in the future. People in the areas where the campaign is running can also register a missed call on 9266 021 666 to hear a recorded message from Mr Bachchan and find out where their nearest eye health service is located.

The team behind the campaign

The Fred Hollows Foundation is a foundation by Fred Hollows, who in his time as a humanitarian and an eye surgeon, helped restore eyesight to thousands of people in Australia and overseas.

He always pushed for change and because of that put in motion a legacy to end avoidable blindness. The fred Hollow Foundation works on the foundation Help Restore Sight, Keep Fred’s Vision Alive.

Essilor Vision Foundation is based in the United States and was founded in 2007. It has expanded its reach by establishing local entities in India, Singapore and China, Canada, Australia and New Zealand and supporting programs across the Americas, Africa and South-East Asia.

Sightsavers India, have a long history that dates back to 1966 and they have worked across the country to protect sight and fight for disability rights.

Vision2020 India : The Right to Sight – INDIA is a registered not-for-profit forum and is a key driver of the global initiative of the World Health Organization (WHO) and the International Agency for the Prevention of Blindness (IAPB) for reducing avoidable visual impairment by the year 2020.

It is a collaborative effort of INGOs, NGOs, eye care organisations in India and the Government to coordinate and advocate for improved eye care programs; to gain and share knowledge and together develop solutions to achieve quality, comprehensive and equitable eye care.

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