To portray realistically what happens to the eyes after a person dies. And thereby, to make a compelling argument in favour of eye donation. The strategy was to evoke the sentiments and get people to react strongly and immediately in favour of eye donation.Each of these small (12cm X 10 cm) ads graphically illustrated what happens to the eye during the last rites of dead people of different religions. For example, when a Hindu’s body is cremated, or when a Parsee’s body is left for vultures to feed on, or when a Christian’s body is buried.