Amitabh Bachchan takes up another cause, launches eye care campaign in UP to fight blindness

Megastar has launched a ‘See Now’ campaign, centred in Uttar Pradesh, to help end avoidable blindness.

The campaign will deploy creative content across five key districts – Unnao, Lucknow, Raebareli, Lakhimpur Kheri and Sitapur – via radio, television, print, social media, Whatsapp and SMS to provide information on eye health, local services and how to access them.Megastar Amitabh Bachchan has launched a ‘See Now’ campaign, centred in Uttar Pradesh, to help end avoidable blindness.
The campaign will deploy creative content across five key districts – Unnao, Lucknow, Raebareli, Lakhimpur Kheri and Sitapur – via radio, television, print, social media, Whatsapp and SMS to provide information on eye health, local services and how to access them.

The actor, himself a proud wearer of glasses, hopes this will encourage others to wear glasses without any stigma.

“Vision problems are extremely common in India. The basic lack of understanding and awareness of how eye health works, leads to stigma around simple and easy treatments. People are often not aware of availability in their area of quality eye care services. It really is simple to avoid a lot of different sorts of blindness by preventative care,” Amitabh said in a statement.

The campaign, funded by The Fred Hollows Foundation and in part by Essilor Vision Foundation, is working in partnership with Sightsavers India and Vision2020 India among others.

The government has roped in Bollywood megastar Amitabh Bachchan to promote Goods and Services Tax (GST), ahead of the sweeping tax reforms implementation scheduled from July 1. The megastar has been roped in just as the roll out of the biggest tax overhaul since independence entered its final phase. Ace badminton star PV Sindhu was previously the GST ambassador. This is not the first time that Big G has promoted a social campaign. Earlier, he was named the UNICEF brand ambassador for polio eradication. He has also been associated with ‘Incredible India’ campaign and Tiger conservation, since 2016.

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