MUMBAI: To commemorate World Turtle Day, Turtle Limited, one of India’s finest men’s lifestyle brands, launched another heart touching unique effort, called The Blindspot campaign to support its on-going efforts to conserve the endangered species of Turtles. Turtle Limited has always been recognized as brand with high creative perception and to keep it synonymous this year they have associated with Premasree – a free residential home for blind and visually impaired children, aims to raise awareness about Turtle conservation through the creations of blind children who would be painting or creating models of turtles with colorpencils or clay dough. Set up as a Registered Trust, Premasree began its operation in December 2012 and is situated in Ghatakpukur, (Jagulgachi village 24 Parganas (S) West Bengal). Premasree currently houses 30 blind and visually impaired children.
It is often said that outer beauty pleases the eye but inner beauty captivates the heart. Turtles have been around for 200 million years and knowing the kind of hurdles they face to survive still we have turned a blind eye towards turtles. This campaign is conceptualized to drive home this message through those who cannot see but express their feelings through profound creativity. ‘The Blindspot’ campaign involved Turtle Limited arranging a workshop with blind children at Premasree, where they were given drawing sheets, pencils and play dough to create Turtle’s. This was followed by an engaging 360 degree communication campaign, where these unique pieces of art were displayed on social media alongside a photo of their little artists who created them. The campaign was an eye opener towards the cause of conservation of this special reptile. Posts on this campaign were liked, shared, and points were donated to spread the message across all social media platforms. Based on the number of these likes shores and donated points, Turtle Limited provided a monetary donation to the Turtle Surveillance Alliance, who are their partners in this ongoing fight to save turtles. The campaign also displayed a limited line of T- Shirts imprinted with these paintings. To inspire and educate more people towards Turtle conservation, this unique initiative has been filmed; with every step on this journey captured poignantly in a film that will be released online and will be spread virally.
Commenting on this initiative, Turtle Limited director Shitanshu Jhunjhunwala said, “Turtles have been around for 200 million years, yet they are rapidly disappearing as a result of smuggling, the exotic food industry, habitat destruction, global warming and the cruel pet trade. Keeping in mind this sad state of turtle globally, we thought of launching a campaign that would try to raise awareness towards this case, with these gifted young children at Premasree. We hope that through this unique vision of filming this beautiful journey, we would be able to reach out to a greater number of people towards the cause of Turtle conservation.”
Expressing the thought behind the creation of yet another unique campaign to commemorate World Turtle Day, JWT executive creative director Arjun Mukherjee said, “To make the world at large see the plight of the turtles, we went to those who have never seen one before in their lives. The campaign was crafted to touch the heart and the purity of intent was the reason behind its success on social media. The thousands of likes and shares now actually getting converted into active interest in saving turtles prove the fact that the blindspot is slowly being removed.”
