Selfies aren’t just the product of self-love or admiration; a new campaign from Johnson & Johnson is turning them into a form of donation. The brand’s new “Take the #EyePledge” campaign is meant to educate participants (and their social connections) about the the importance of eye exams, and to raise funds for Sight for Kids, a nonprofit that provides eye exams for needy children.
How does it work?
- participants take a selfie of their eye using their mobile phone
- uers post their eye selfie through the Donate a Photo mobile app (free to download via Apple’s App Store or Google Play)
- participants also promise to get their eyes tested
- eye selfies (and the Sight for Kids donation) can be shared via Facebook, Twitter and Instagram using #EyePledge
- users can upload one photo per day for the charity
Johnson & Johnson will donate $1 for every eye selfie uploaded to the app, up to $30,000; the money goes to Sight for Kids, which has provided free vision screenings to millions of children in Asia Pacific since 2002 (Mobile Commerce Daily).
What inspired the campaign? World Sight Day is October 10, which is geared around a global call-to-action to “Get Your Eyes Tested.”
“The concept behind the app was a simple one, taking an action people do every day, and turning it into a way to do good,” said Gary Esterow, senior director of public relations at Johnson & Johnson Vision Care (Mobile Commerce Daily). “Selfies are rapidly becoming a popular genre of pictures for people of all ages. We felt this was a fun and visually appealing way to engage people on this subject and deliver a call to action to get their eyes tested.”