Alina Vision
Where business model innovation and social good collide.
The challenge
Over 200 million people around the world suffer from severely impaired vision or blindness. 80% of these cases are treatable. Yet millions still suffer - due to geographical access, cost or lack of information. Alina Vision (previously GlobalVision) is here to change that. Collaborating with the Fred Hollows Foundation, Alina Vision is on a mission to deliver high-quality, accessible and sustainable eye care for people of all income levels, while also actively reaching out to those excluded from mainstream healthcare systems. They needed a brand strategy to get this message out to the world.
The solution
Throughout the immersion process in Australia and the US, it was apparent this wasn’t an easy task. We needed to create a brand that demonstrated the true disruption and innovation the new business model would bring for the health industry at large; whilst also attracting investors, high income earners with vision impairment who would otherwise travel overseas for care and also be accessible and welcoming to the poor and disadvantaged receiving pro bono treatment. To do this, the overarching brand idea of “health made better for everyone” was created. This informed everything the new brand would do, including the new name – Alina, meaning "bearer of the light.”
Results
The impact of the brand is huge, to date the business has delivered:
154,101 vision screening examinations including 54,525 free examinations
6,999 surgeries and 17,837 procedures
4,004 cataract surgeries including 589 free surgeries
20,860 glasses dispensed including 2,212 free glasses
57% female cataract patients
Strategic Deliverables:
Brand Positioning – Brand Strategy – Naming
Client
Alina Vision
Creative Director
Tom Carey
Agency
Landor
Strategy Director
Daye Moffitt