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JWT creates 'Fountain of Sight'

The 12 ft. high installation in KEM Hospital in Mumbai aimed at promoting the culture of donating eyes for the visually impaired

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JWT creates 'Fountain of Sight'

JWT creates 'Fountain of Sight'

The 12 ft. high installation in KEM Hospital in Mumbai aimed at promoting the culture of donating eyes for the visually impaired

BestMediaInfo Bureau | Mumbai | March 7, 2016

Fountain-of-SightIndia has the largest visually impaired population in the world. Unfortunately, due to lack of eye donors, only 10,000 cornea transplants are being done a year. Organ donation is not a concept that is very popular in India yet, and that is the primary reason for the Fountain of Sight installation.

The Eye Bank Coordination & Research Centre approached J. Walter Thompson for a creative idea that would leave an impact with its audience. Rather than doing a traditional advertising campaign, the agency decided that the best way to leave an impression is with a meaningful tribute to those formerly blind people and their donors with an installation.

The Fountain of Sight is a 12 ft. high installation placed in the heart of the Municipal Corporation run KEM Hospital in Mumbai. It stands as a beautiful symbol of what a simple pledge can achieve.

Tista Sen Tista Sen

“In this stunning installation, eye donation received an impetus through the used canes of the visually impaired. These were redesigned with the names of those who had regained their sight as an encouragement to people to take a pledge for eye donation. Dispelling the fear and misconceptions around organ donations, the 'Fountain of Sight', through design and art, is an attempt to make people re-evaluate and encourage them to sign up for a noble cause,” said Tista Sen, National Creative Director, J. Walter Thompson India.

Thanks to the efforts of KEM Hospital and Eye Bank Co-ordination and Research Centre, the installation was inaugurated in February 2016 at the KEM Hospital grounds by Dean Dr Supe and has received much praise already.

The installation will now have a place of pride in the Piramal hosted Aranya Exhibition being inaugurated by The Piramal Foundation and Piramal Arts at Peninsula Corporate Park. Many other hospitals in the city which are aware of this installation are also keen to work with J. Walter Thompson to have similar installations within their premises to encourage eye donation.

"We have a policy that makes it possible for the bilaterally visually impaired persons and children below seven years of age to get cornea immediately, without being on any wait list. Their needs supersede everything. We hope that there comes a time when no one has to ever be on a wait list in India as far as corneal transplants are concerned. In fact, we hope and pray we will also be able to help our neighbouring countries like Bangladesh and Pakistan, etc., to meet their demands as well,” said Jashwant Mehta, Chairman, Eye Bank Coordination & Research Centre.

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