The Classic Partnership wins Global Award for “The Nazar Initiative”

Dubai-based advertising agency, The Classic Partnership – a WPP company operating under the MENACOM Group in the region, has bagged an award for “The Nazar Initiative” at the Global Awards® which are the world's most coveted healthcare & wellness advertising awards. The agency was presented with the award in a ceremony which took place recently in New York.

The agency won the award in the Educational Awareness Category for the initiative which was conceptualized and executed for Aster Healthcare & Medical Centres. It also had finalist status for the initiative in three other categories namely Devices, Promotional Marketing and Outdoor. The agency also stood out for becoming the only one from the MENA region to win this award in 2016.

This latest award comes on the heels of further global recognition for “The Nazar Initiative” with the agency winning big at the Cannes Lions Festival of Creativity with a Gold and Silver Lion in the Pharma category earlier this year.

Created to raise awareness on eye health among blue-collar workers in the UAE and encourage them to undergo an eye test, ‘The Nazar Initiative' deployed a creative solution in the form of a uniquely designed eye chart to overcome barriers of communication for illiterate workers from various countries. This paved the way for a more informed and healthier community through an affordable and scalable solution.

Rahul Nagpal, CEO at The Classic Partnership, said: “The award is a wonderful recognition for the great creative standards that we have at the agency. The fact that we competed among the best in the world to win this award reflects the creative capabilities of the team and I commend them for their superlative work.”

Since the launch of Nazar, many more workers have taken advantage of the eye test, and Aster Healthcare has distributed numerous eye charts and free glasses to workers. Aster Healthcare plans to scale the project across the entire UAE to support more workers.