We decided to address this message at movie theatres, where seeing is a requirement.We placed a movie trailer with no image, only sound. The audience whistled in discontent, and at the end of the trailer, you were able to read the following statement:Did 50 seconds make you feel nervous?Imagine an entire lifetime.When you no longer need them, donate your corneas and make someone see.This ad was shown in more than 200 theatres, getting the same reactions from varying audiences.

There are no numbers yet to back the results of this ad; however the reaction that it got from all audiences reflected the exact thing for which the ad was intended, to make people realize what it is to live a blind person's life.