Naga Saint Eye Test
Eyebetes Foundation · 2025
4 awards: Cannes · London International Awards · The One Show · Clio Health
Strategic insight
In markets where faith precedes medicine, health interventions succeed not by building new systems but by integrating into existing belief structures. The campaign leveraged spirituality as a behavioral trigger, requiring no friction or awareness messaging—only cultural alignment.
Earned Reach
Generated 600 million media impressions through entirely organic coverage. The fusion of spirituality and healthcare sparked unprecedented national attention, positioning the initiative as a nationwide conversation on diabetes, vision, and rural healthcare access.
Business Result
Screened millions and distributed 50,000 glasses within 24 hours. At peak, 25,000 individuals per day were placed on diabetes treatment. The work identified and referred previously untreated populations for follow-up care at scale.