A community health initiative for an epidemic
we often turn a blind eye to

Art Direction, Concept, Branding
Agency: Tangent Singapore

Eye care is important, but to most of us, an oversight.

We don’t pay attention to what truly matters – the relationship we have with our sight. And like all relationships, the key to a lasting one is constant care and attentiveness.

This campaign highlights that relationship we ought to rekindle with our eyes once more. A wordplay on ‘you and I’ highlights the relationship one could have within the eye care community. We are not alone in our defence against Myopia.