This project involves designing a communication campaign for a product/service or social cause in a hypothetical scenario. I chose to design a campaign for promoting 'Eye Donation' in the Indian scenario. Eye Donation has been much talked about already. People are basically aware how it beneficial it is. The same has been publicised by celebrities.After my initial research I realised that one of the main reasons why people hesitate to pledge to donate is that the have preconceived notions about the whole procedure. So, that is what I chose to target through my campaign. There were seven common myths that I chose to use for the campaign. The aim of the campaign was also to explain the facts to the target audience, apart from letting them know that what they think is true is only a myth. The immediate response expected was for them to contact the nearest All India Ophthalmologist Society for more information on Eye Donation. The long -term result expected was an increase in the number of people who pledge to donate their eyes.
The campaign was designed for the All India Ophthalmologist Society (AIOS) as the hypothetical clients. The target group was the Indian,middle-aged, urban, literate group.