Behind every name lies the hope and ambitions parents hold for their kids.

Nearly 90% of China's youth suffer from myopia, making it a growing issue of concern in the country. The task is to draw public attention to this issue and raise funds to bring more early vision screenings to children in need.

Leveraging on the cultural insight that Chinese parents encapsulate their hopes and aspirations for their kids within their names, the campaign was kicked off with a film that explored the story of a young boy trying to live up to his name while struggling with poor vision.

The film led viewers to the popular Chinese gaming platform QQ, featuring a game that also doubles as an eye exam while prompting users to donate to the Sight for Kids school-based vision screening partnership program.

The campaign was followed up with a series of children's book—given to schools and libraries—for children and parents to learn more about the seriousness of myopia through the stories of various names as the catalyst for storylines that resonate with our target audience.