Every 5 seconds, someone in Sub-Saharan Africa loses their sight. Cause? A lack of access to eye care. Thus, more than 4.5 million people suffer from avoidable blindness. Light for the World has been fighting this injustice for years. On the occasion of "World Sight Day," we jointly launched the Unseen Africa campaign.
Don't let Africa go unseen
Africa's nature is fantastic to behold. Millions of tourists come every year to admire that splendor. But for many people on the ground, that beauty remains literally unseen. They suffer from a form of avoidable blindness. With that insight, we developed the Unseen Africa campaign. Central to that campaign is a cinema spot. It first looks like a tourist spot for Africa, but quickly changes its tone.
Sign the petition
With the slogan "Don't let Africa go unseen," we called for people to sign a petition for better eye care. World Sight Day was the starting point of the campaign. A PR campaign (ism Wavemakers), influencer marketing, advertising on Tiktok and Meta and cinema film guided visitors to a campaign site where the petition was signed en masse.
