The strategy was to evoke sentiment and encourage people to react strongly and immediately, by pledging their eyes for donation. Each of these small ads graphically described what happens to the eyes during the last rites of dead people in different religions. Examples included when a Hindu’s body is cremated, or when a Parsee’s body is left for vultures to feed on, or when a Christian’s body is buried. The Campaign made a compelling argument in favour of eye donation; the cleverly worded coupons in these ads had a tremendous impact on the reader.
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