Young travelers in Indonesia are targeted to raise awareness and funds for the 3.5 million people in Indonesia who are blind due to cataracts. A sunglasses shop is opened in Bali resort areas staffed by blind clerks who are blind from cataracts. Travelers are surprised to find the sunglasses for sale have no prices listed. The clerks explain the shop supports blindness prevention and treatment, asking travelers to spread awareness of cataracts through social media using the hashtag #sunglasstohide. The interactions are filmed to create viral online videos.

1. HOW TO ACCELERATE A DONATION FOR CATARACTS
September 2016

2. S I T U AT I O N 2
In Indonesia there are around 3.5 million blind people suffering from
cataracts.
However, this situation is not well-known around the
world because they do not have a chance to know that.
It is important to let them know
this situation in some kind of way.

3. 3TA R G E T
TARGET = YOUNG TRAVELERS in INDONESIA
Letting them know the situation and make action, we
can get enough money to save blind people.
Huge number of young
people visit resorts in
Indonesia every year
REASON 1
Young people are the engine
to spread some campaigns
all over the world
REASON 2

4. H O W T O C O M M U N I C AT E
KEY ITEM =
We conduct a campaign by using this mismatch.
YOUNG
TRAVELERS
Necessary item
to have fun
BLIND PEOPLE
Necessary item
to hide their eyes

5. SUNGLASSES to HIDE
IDEA

6. E X E C U T I O N 6
We open a sunglass shop at the resort area in Bali.
Seemingly the shop is ordinal.
Young Travelers come to this shop without knowing anything.

7. E X E C U T I O N 7
When young travelers pick up sunglasses, they notice that
the prices aren’t written.
Price tags
without prices
“Hey, clerk!
Excuse me?
How much is this?”

8. E X E C U T I O N 8
In fact, the shop is for blind people.
The clerk is also blind because of cataracts
Price tags
with braille.
“Can you see me?
This shop is for blind people.
They need sunglassesto hide
their eyes not to be seen by others.”

9. E X E C U T I O N 9
The clerk tells the tragic situation of patients of cataracts
and request for help.
“In Indonesia, many people are suffering from cataracts.....
If you think this situation is tragic,
please help us and let your friends know this situation.”

10. 10W E B M O V I E
We film the whole story of many customers to make web
movies and spread this situation all over the world.
S U N G L A S S E S T O H I D E i n
I n d o n e s i a

11. M E D I A 11
This campaign will appear on many kinds of media and SNSs.
Many People can get a chance to know this situation.
#sunglasstohide
https://www.nightsunglassparty.id
Sunglass shop to save
patients of CATARACTS
Sunglass shop to save
patients of CATARACTS