Kids around the world struggle with Amblyopia, or lazy eye. It’s treatable, but in disadvantaged communities that lack medical care, lazy eye goes undiagnosed and un-corrected. Without intervention, Amblyopia can lead to learning difficulties and blindness. Dr. Vargas Ocampo, who first invented the treatment for Amblyopia which involves coloring in the counter spaces of letters, now runs the Worldwide Amblyopia Campaign. Dr. Vargas’s seeks to treat not only the children who come to his clinic, but also the ones he may never meet.
Treating Amblyopia isn’t hard, but diagnosing kids who lack access to medical care is a challenge. We created an inexpensive toy that kids love and turned it in to an imaginative tool for screening and treatment. The I rescue is a playful, die-cut mask that catches attention in magazines and waiting rooms, and empowers parents to proactively correct their child’s eyes.
The I rescue has a unique visual identity that stands out from surrounding collateral, and is immediately recognizable as being for children. We designed I rescue to be reversible so that it’s equally charming and effective no matter which eye is being worked. Wearing the I rescue becomes a fun diversion from the tedium of the eye exercises required for treatment.