Signed by Ogilvy, the action aims to raise awareness among the Brazilian population about the importance of going to the ophthalmologist
The CBO (Ibope and Brazilian Council of Ophthalmology) pointed out that 1 in 3 adults has never seen an ophthalmologist.
With this in mind, the NGO Renovatio supported the “Visão de Jogo” initiative, in partnership with CazéTV and Ogilvy, with the aim of raising awareness among the Brazilian population about the importance of consulting a doctor at least once a year.
“It’s really cool when CazéTV can, through our channel’s natural language and creative freedom, help raise awareness and bring important information to people. Visão de Jogo and Ogilvy are giving us this opportunity and we are happy to bringing this alert to our audience. Impacting people’s lives in various aspects, including information, is also an important mission that we have at CazéTV”, explained Fabio Medeiros, Head of Content at CazéTV.
The action took place during a German championship game, broadcast on CazéTV, where the narrator and commentators invited the audience to carry out a vision test during halftime of the game, using images of plays from the first half. The test was conducted with some scenes in which it will be easier to identify the numbers on the players’ shirts, and in others not so much.
“This is an eye test where we will use the zoomed-in and zoom-out gameplay to challenge the viewer to question whether their vision is healthy. It’s a fun way to communicate a serious issue about eye health – 1 in 3 Brazilians visit the ophthalmologist, a worrying number that needs to change”, added Keka Morelle, CCO at Ogilvy Latam.
