This campaign is in collaboration with Unite for Sight. The objective of this campaign is to raise public awareness about blindness and vision impairment, help people understand the realities of living without sight and educate people about avoidable blindness. The primary target audience for this campaign is kids aged 6-12. This is because based on research, 1 in 4 kids have a vision problem that can severely impact their learning and early development. The secondary target audience is parents. Reason being parents often find it difficult to notice early signs of vision loss and struggle to find access to eye care for their kids.