Ganadores / 2018

Brief

Treating Amblyopia isn’t hard, but diagnosing kids who lack access to medical care is a challenge. When the patients can’t go for treatment, treatment must come to the patients. We needed a tool that was inexpensive to produce, easy to distribute, and most importantly, fun to use. The I rescue is a playful, die-cut mask that catches attention in periodicals and waiting areas, and empowers parents to proactively screen and treat their child’s eyes for free.

Execution

I rescue masks are heavyweight inserts that are easy to tear out along the die-cut. Each I rescue has a unique visual identity that stands out from surrounding collateral, and is immediately recognizable as being for children They are designed with bright colors and textured surfaces that invite interaction. They are bold so they’d be noticed. They are tempting so kids want to play with them. They are sturdy so they can last through the treatment cycle.

I rescue masks intertwine beauty and functionality. They are reversible so that they are equally charming and effective no matter which eye is being worked. Wearing the I rescue becomes a fun diversion from the tedium of the eye exercises required for treatment.

Printing details are as follows:

• 350g glazed paper

• Polychrome with Pantone inks

• Matte finished

• UV embossing with UV silk screen to create texture

Outcome

The first 1500 masks distributed through a regional newspaper have become a strong proof of concept and now Dr. Vargas expects that he can begin to reach 300,000 children a year with this treatment once it’s distributed on a wider scale. Although only in the early stages, I rescue is proving to be an effective tool for screening, treatment and building awareness for the work of the Worldwide Amblyopia Campaign.

 

Companies

Company	Location	Role
VML	Bogota, Colombia	Entrant Company
VML	Bogota, Colombia	Idea Creation

People

Person	Company	Role
Debbi Vandeven	VML	Global Chief Creative Officer
John Godsey	VML	North American Chief Creative Officer
Maurizio Villarreal	VML	Executive Creative Director
Catalina Hernandez	VML	Managing Director
Antonio Lopez	VML	Group Creative Director
Raquel Jacome	VML	Creative Director
Julio Ortiz	VML	Copywriter
Julian Sanchez	VML	Art Director
Carlos Ordonez	VML	Design Director
Juan Pablo Rubiano	VML	Producer
Felipe Rincon	VML	Photography Director
Moria Deshpande	VML	Copywriter
Troy Leyenaar	VML	Copywriter

 

Health & Wellness Lions

Category	Award
Non-profit / Foundation-led Education & Awareness 1	Bronze Lion
Non-profit / Foundation-led Education & Awareness 1	Shortlisted