Amitabh Bachchan launches eye care campaign in Uttar Pradesh to fight blindness
Megastar Amitabh Bachchan has launched a 'See Now' campaign, centered 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.
The campaign is 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.
Big B said in a statement, "Vision problems are extremely common in India. The basic lack of understanding and awareness of how eye health works, leads to the 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 Bachchan has recently donated monetary amounts of money to the families of the soldiers of the Pulwama attack.
Before that, the actor also paid off the outstanding amount of loans of 2100 debt-ridden farmers from Bihar. Big B will be seen next, enacting the role of a Lawyer in Chehre, directed by Rumi Jaffrey. The movie is set to release on the 21st February 2020