Retinal diseases are the leading cause of blindness in people over 60 years old and affect 10 million Brazilians, who think it is normal to lose vision in old age. The campaign “Veja Bem, Veja para Sempre” was created to bring down this myth and create awareness about the treatment of retinal diseases. The strategy was a combination of PR, digital presence, social media, TV and guerrilla actions. The campaign brought visibility to an unknown theme and impacted in the last 14 months 24 million Brazilians, 1,2 million of them potential sufferers of retinal diseases.

The campaign started with a guerilla action in which an actor, characterized as a tourist, would invite passersby to watch the view through binoculars with dark spots in its lenses. This action generated spontaneous media in major Brazilian newspapers and TV news with specialists of BRAVS as spokesmen. The guerrilla has been answered by a video with Ana Maria Braga – Brazil’s Oprah Winfrey – also with a dark spot in the center of the visual field. The video was broadcast on cable channels, and went viral in You Tube and Facebook. The campaign also had a website signed by BRAVS.

BRAVS spokesmen gave 21 interviews to national media, including 1'52 "on the main news program of Brazil's largest TV channel. It shows how relevant the subject is - which is confirmed by the 206,000 followers on Facebook and the 1,253,376 people impacted by a single post (Ana Maria Braga video). The post with vision test (Amsler screen) reached 169,137 people. "Vision test" is the most searched keyword on the campaign website. The average navigation time (3'05") shows the interest about the subject. These numbers indicate that the 24 million Brazilians impacted by the campaign are more aware about retinal diseases.