Sep 09: ASG Hospital Limited, one of India’s largest eye-care hospital chains, has launched a campaign encouraging its staff, patients and visitors across its centres nationally to pledge their eyes for donation. The campaign went live on August 31 across ASG’s entire network, including Vasan Eye Care and Sharp Sight Eye Hospitals.
Built around the line “Sight is a beautiful gift, pass it on,” the campaign drives awareness and motivates individuals to pledge their eyes for donation through creatives placed at every centre. The creatives feature a QR code that patients can scan to fill out a pledge form on the spot. A dedicated microsite on ASG’s website has also been launched for those who want to register online.
ASG employees across the country have been among the first to sign up. Staff at centres nationwide have voluntarily pledged their eyes since the campaign launched. The teams at every centre have also been trained to counsel patients about eye donation. Short videos in regional languages ensure that the message reaches patients in a language they are comfortable with.
Alongside the pledge, ASG is also helping clear up common misconceptions about eye donation. The creatives distributed at centres note that donated eyes must reach the nearest eye bank or collection centre within six hours of death, that donation carries no financial benefit and is entirely voluntary, that both children and adults can donate, and that even people who wear glasses or have had prior eye surgery may still be eligible. Anyone who wants to donate can call ASG’s helpline at 7799-281-919 or 7660-922-425, and the team will guide them to their nearest collection centre.
The campaign also reached ASG’s recent convocation ceremony, where every attendee took the pledge on the spot and agreed to keep encouraging others to do the same.
“Patients trust us with their eyesight every day. Through this initiative, we want to encourage our employees, patients and visitors to consider giving the gift of sight and help make eye donation a more widely understood and accessible choice,” said Dr Vikas Jain, Group COO, ASG Hospital Limited.
“Most people don’t donate their eyes simply because no one has explained how or told them it’s even possible. They are unaware of how their kind, selfless gesture can change the life of a person in the future by giving them the precious gift of sight,” said Dr Suvira Jain, Medical Director, ASG Hospital Limited, Mumbai, and Head of ASG’s Pledge to Donate Your Eyes project. “We wanted to start with our own centres and our own people, because patients already trust the staff they see every day. If our teams can have that conversation confidently, more families may say yes when it matters.”
