A new campaign highlights that around 300 million people are colorblind, yet most colorblind people find out about their condition at a much later stage in their lives.
For colorblind children, simple everyday encounters such as picking fruit, reading diagrams, completing assignments, or crossing the street can be confusing, and worrying for parents.
To help parents diagnose this condition as early as possible, Babyshop has launched the colourCheck initiative – a set of double-sided pencils created to spot color blindness in younger children, including those too young to express themselves verbally.
One side of the pencil represents the rainbow spectrum, the other shows the equivalent spectrum the way a colorblind child sees it.
If children are unable to see two different colors on either side of the pencil, parents, and schoolteachers can quickly identify colorblind symptoms, and instantly adjust to their needs.
Developed by Publicis Groupe Middle East, the colourCheck initiative is now running in partnership with schools across Dubai, where children with colour vision deficiencies can now be easily detected.
Babyshop is also promoting the program to parents across its channels to raise awareness of the prevalence of colour blindness and the importance of early detection.
Credits
Credits – colourCheck
Client : BabyShop
Agency: Publicis Groupe Middle East, Dubai
Chief Executive Officer: Bassel Kakish
Chief Strategy Officer: Tahaab Rais
Chief Creative Officer: Rafael Augusto
Creative Director: Mohamed Bareche
Art Director & Conceptualizer: Tina Balaa
Art Director & Photographer: Raef Baskharon
Senior Copywriter: Nicolas Richard
Senior Designer : Jolanda Van Rooyen
Director: Islam Ramadan
Senior Art Director: Mohamed Youssef El Naggar
Senior Copywriter: Hani Mohsen
Business Lead: Vicky Kriplani
Producer: Ahmed ElRuby
