ICICI Lombard General Insurance Company Limited has launched a new campaign film for their flagship CSR initiative, “Caring Hands,” which highlights the struggles of children in India who suffer from undiagnosed vision problems. The film shows a young student struggling to read the blackboard, copy from his neighbor’s notes, and face embarrassment when questioned by his teacher, all because of his blurry vision. The campaign aims to raise awareness about the impact of poor vision on a child’s academic performance, self-esteem, and future prospects.
The “Caring Hands” initiative is a 100% employee volunteering program, which means that ICICI Lombard employees take ownership of the initiative and work with schools and ophthalmologists to provide eye check-ups and prescribe spectacles for children in need. The impact has been significant, with over 500,000 children tested, more than 50,000 spectacles provided, and 100% employee volunteering demonstrating corporate India’s commitment to social change.
The campaign is powerful because it humanizes the struggles of children with vision problems, making it easier for people to understand and empathize with their plight. The film’s narrative is relatable and the campaign’s impact is tangible, as the data speaks for itself. ICICI Lombard’s “Caring Hands” initiative is a shining example of how corporate social responsibility can be transformed into personal social commitment, making a meaningful difference in the lives of India’s young population. The campaign is a testament to the power of employee volunteering and the positive impact it can have on society.