In order to invite people who were not even aware they had astigmatism for treatment, we decided to develop a test that could be reachable for all people with or without astigmatism. We created shelter ads with a certain diopter. This made the special shelter ads to be only seen by people with astigmatism clearly. People with astigmatism read the message on our ads easily. Through the small test, they understood that they had vision problem.

The test that we prepared had the shelter ads manufactured in a way that can be clearly seen only by those with a low diopter of astigmatism. We executed this through using a special glass which is normally prescribed for the treatment of astigmatism. The people with astigmatism read our message of ‘if you can read this, you may have an eye problem’ in the ad easily and realized their condition. We implemented our work for a week in September, 2017 and picked strategically busy places in Istanbul in order to achieve maximum reach.

Our creative work resulted in success, particularly in drawing attention and changing people’s perception and behaviour towards eye health care. After the implementation, an average of 2 million people saw our shelter ads. This caused a significant increase of applications to the hospital for astigmatism by 28%.