Myopia or near-sightedness is major problem amongst 5-10 year old school-going kids in Vietnam. This problem is larger in rural Vietnam due to the lack of ophthalmologists. Regular visits are expensive for many in the country.

Problems related to a child’s vision are difficult for the child to comprehend and explain to parents. The problem only worsens if not detected early.

The strategy was to design a cost effective way to enable an early detection and drive the message.

OMO encourages parents to let their kids play. This brand behavior is true to its belief that ‘problems get solved outside’. As part of taking ‘Dirt is Good’ initiative to rural Vietnam, Omo designed the FLYING EYE TEST. A unique idea that is an eye test on a simple DIY kite.

IDEA: THE FLYING EYE TEST

To drive the message of EYE TEST into the economically backward parts of the country a simple kite design was created. The kite was printed with specially curated signs and Alphabets that could ascertain the health of the child's vision from a certain distance. A simple tag on the thread marked the distance.

The kite was distributed free of cost in small villages reaching thousands of rural kids who had limited access to an ophthalmologist. More importantly the problem could be detected through play.

Cost of production per kit: 1 US $

On an average 4 children could access the kit, making the cost per contact 25 cents.

Thousands of children shared the kite with their friends helping spread the word on eye-check ups.

Due to demand, another 5000 kits are in production.

More importantly we proved that even the biggest problems facing the future of the country can be solved through play.

The challenge was to reach the rural parts of Vietnam, where conventional media does not reach & urban parents.

Since the kite costs a dollar to make, it was distributed free of cost alongside existing brand initiatives.

• To reach kids

3000 kites were distributed in one day via the OMO School Activation Program.

The potential reach of this activation programs run in 50 schools across the country, out of these 15 schools are in rural parts of Vietnam.

On an average elementary schools have 4000 kids in the age group of 6-12.

Total = 15 schools X 4000 kids = 60,000 kids were exposed to the idea

• To reach parents & kids

2000 kites were distributed via the nationwide OMO Playground Initiative in the 6 largest parks in 2 urban & 3 semi-urban that are maintained by OMO.

Average footfalls of 5000 people on weekends.

Urban venues:

1. Thong Nhat Park Hanoi

2. Tao Dan Park & 23 September Park in HCMC

Semi Urban venues:

1. Parks in Ca Mau, Nam Dinh & Hai Phong provinces