The Sri Lanka Eye Donation Society: advert-body-2 by Leo Burnett Sri Lanka

According to The Sri Lanka Eye Donation Society, Sri Lanka has 200,000 legally blind people and over 400,000 visually impaired persons, out of a 21 million population. In many cases blindness can be cured if a healthy pair of eyes are available. But at any given time the eye depositories have less than half the required amount.

To counter this, agency Leo Burnett decided to use White Cane Day plus the nations love of teledramas to get people's attention on the matter.

The agency selected the most intense 30 seconds in the 'Mey Adarayai' Tv show, and removed the visual component leaving just the audio. The TV screen read ‘if 30 seconds of blindness is this unbearable to you, imagine those who have to live with it for the rest of their lives. Please give them sight, when you don’t need it anymore’.