Turn any print media into Amblyopia screening and treatment.
Kids around the world struggle with Amblyopia, or lazy eye. It’s treatable, but in disadvantaged communities that lack medical care, lazy eye can lead to learning difficulties and blindness. We created an inexpensive tool that empowers parents to proactively screen and treat their child’s eyes using any available printed material.
The i-rescue is a playful, die-cut mask that appeals to kids. It teach es parents how to screen for lazy eye and seek treatment.
Agency: VML Colombia
Global Chief Creative Officer: Debbi Vandeven
North American Chief Creative Officer: John Godsey
Executive Creative Director: Maurizio Villareal
Managing Director: Catalina Hernández
Group Creative Director: Antonio López
Creative Director: Raquel Jácome
Copywriter: Julio Ortiz
Art Director: Julián Sánchez
Design Director: Carlos Ordóñez
Producer: Juan Pablo Rubiano
Photography Director: Felipe Rincón
Copywriter: Moria Deshpande
Copywriter: Troy Leyenaar
RECOGNITION
CANNES LIONS 2018 

Category: Non-profit / Foundation-led Education & Awareness
Award: Bronze Lion

Category: Non-profit / Foundation-led Education & Awareness
Award: Shortlisted
i RESCUE / AMBLYOPIA WORLD CAMPAIGN
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