‘Temporarily’ removing sight from the sighted public to create empathy for the blind. Thereby, drawing attention to the cause, and generating response.

We negotiated with the Media to hijack the most watched Teledrama in the country –‘Mey Adarayai’- with a viewership of over 80% of the total TV audience.

We then picked the most intense 30 seconds in the actual Tele-drama, and removed the visual component leaving just the audio. As we took away the sight from the audience, and as they became irritated by the visual impairment, the TV screen read ‘if you find it this frustrating not seeing for a few seconds, imagine what it is like for a lifetime. Gift someone else the joy of sight'.

The day after the activation, the organization received the highest number of ‘eye donation pledges’ they have received in a day.

Since then, the number of call-ins and the walk-ins at Sri Lanka Eye Donation Society has tripled on average.