Eye Test Menu
Award: Wood Pencil
Wood Pencil / Experiential: Activation & Participation / Community Activations / 2025
1 in 3 truck drivers has compromised vision, leading to over 25,000 crashes and over 10,000 deaths. These drivers are from lower income groups and find clinical communication intimidating. We identified Dhabas (highway eateries) as the perfect intervention point to change their behaviour. We replaced the regular menus with our eye test menu. These were designed in consultation with optometrists using designs inspired from Indian truck art, making the tests less intimidating to the truckers. When truckers had trouble reading, we had optometrists on site to conduct a free and through eye exam.
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