A brand known for its strong social campaigns on eye care awareness has launched a national movement through a short documentary featuring three celebrity millennials, each sharing inspiring stories of struggle and success.
Eye Mo Philippines introduces Norman King, 29, the first Aeta graduate of the University of the Philippines (UP), Nikko Ramos, 29, radio jock and sportscaster, and Claire Adorna, 24, one of the 29 Filipino gold medalists in the 2015 Southeast Asian (SEA) Games.
“I faced a lot of discrimination,” King tells his story in the documentary. “People will look at you from head to toe. Sometimes they will call you names like you’re a lesser individual.”
The video shows King’s story of success as an indigenous, small-town boy and how he overcame all the odds to become the first Aeta graduate from the country’s most prestigious state university. King is now a part-time lecturer in UP, teaching Community Psychology at the Pampanga campus.
Also featured in the documentary are stories of Adorna, who only once dreamed of representing the Philippines and eventually conquered the SEA games despite a broken ankle, and Ramos, who uses his voice as a radio jock and sportscaster to inspire change.
“I’d like to be able to be one of many voices that bridge the gap between generations,” adds Ramos. “If you’re able to do that, you’re able to help people from both generations understand each other better.”
The documentary is an integral part of the brand’s ongoing #REDvolution banner built on heralding red as the color of love and care. With the video campaign, the brand aims to prompt millennials that believing in oneself is the key to overcoming adversity.
Earl Jayona, Sales and Marketing Manager for Eye Mo Philippines shares: “Change comes from within, and with this documentary, we aim to remind the youth that just like believing in oneself can inspire positive change, self-care is also a vital step to achieving good health. The eyes are the most neglected part of the body and yet are the most important. We want to strengthen this information campaign, that taking care of your eyes is just as crucial as taking care of the rest of your body.”
The #REDvolution banner is a social statement operating under Eye Mo Philippines’ flagship campaign Eyes Mo, Care Mo. Now on its second year, Eyes Mo, Care Mo is the brand’s initiative to introduce the country’s first awareness campaign on eye care.
