Brand: Revo
Campaign: Eyewear brand Revo yesterday announced it is partnering with U2 lead singer Bono for a major five-year charity initiative.
Details: The campaign, called “˜Buy Vision, Give Sight’, aims to help prevent vision impairment and blindness in more than five million people by 2020. Revo hopes to raise US$10 million to the fight to improve access to eye screening, prescription glasses and eye health care in underprivileged communities around the world.
US$10 from the sale of every pair of Revo sunglasses, up to a total of US$10 million, will be donated to the “˜Buy Vision, Give Sight’ initiative. To execute the initiative, Revo and Bono are partnering with the non-profit Brien Holden Vision Institute whose mission is to provide sustainable solutions for eye care and end avoidable blindness and vision impairment in underprivileged communities.
The funds donated by Revo to the Brien Holden Vision Institute will help pay for basic eye care services such as eye tests and prescription glasses. Money raised will also go towards building stronger eye care services for the longer term by training local people to provide eye care and detect eye diseases in their communities. The majority of Revo’s contribution to Brien Holden will support the Institute’s Our Children’s Vision campaign which aims to prevent impaired vision and preventable blindness in more than 50 million children by 2020. A portion of the “˜Buy Vision, Give Sight’ funds will also be used for eye health medical research.
Revo confirmed it is in talks with some of the major duty free retailers to support the initiative .
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Face of the campaign Bono wears Revo’s Raconteur model with Blue Water lenses (photo taken by Sam Jones Photography) |
Bono, who was diagnosed with glaucoma 20 years ago, said he is determined to find a way to increase access to frontline eye health services for others. The U2 singer will appear in Revo advertisements and campaign materials supporting the initiative. During U2’s Innocence + Experience World Tour, Bono will exclusively wear Revo sunglasses, including a collection he has designed himself for the brand. Comprising five styles, the range includes lenses in various colours fitted with Revo’s Light Management System (LMS) technology. It will be available in late Autumn 2015 at Revo.com, Sunglass Hut stores, and other optical and sports goods stores around the world.
Comment: Bono: “The “˜Buy Vision, Give Sight’ campaign is a very personal one for me. Thanks to good medical care my eyes are okay, but tens of millions of people around the world with sight problems don’t have access to glasses, or even a basic eye test. When we met with experts, they said the number one problem is untreated poor vision, which prevents a child from learning in school, or an adult from performing their job. Sight is a human right and the “˜Buy Vision, Give Sight’ initiative will help ensure millions of people have access to the eye exams and glasses they need to see.
“With Brien Holden, we found a partner doing remarkable work, hand-in-hand with local communities. It’s mind-expanding what they are achieving; we’re very excited to work in partnership with them and Revo.”
Revo brand owner Sequential Brands Group CEO Yehuda Shmidman: “We are very excited about this partnership. Revo’s pioneering lens technology has always put eye-health central to Revo products and we believe Revo buyers will embrace the idea that their purchase is helping someone else. We’re proud to support Bono and the Brien Holden Vision Institute in their efforts to bring basic eye care services to millions of people around the world. ”
For more information, please visit: www.revo.com or www.brienholdenvision.org.
