The initiative assumes significance as India is home to a third of the world’s blind population. The country has about 12 million individuals with visual impairment as against the global total of 39 million.
Under the Karein Roshni, the company will invite people to come forward and pledge to donate their eyes for the noble cause, the company said in a statement.
The awareness about the initiative will be created through radio and digital media. The company also plans to have on-ground activations at LG stores inviting Indian citizens to pledge for donating their eyes for this cause.
The programme will be implemented along with Sankara Eye Hospital, a not-for-profit charitable eye hospital and Dr Shroff charity eye hospital.
According to Dr Shroff Charity Eye Hospital CEO Arun Arora, India has approximately 120,000 needlessly blind people due to corneal disease with 20,000 annually adding to the list.
Corneal transplantation surgery is the best available therapeutic option that can rehabilitate these patients suffering from corneal blindness, he said.
“With our patient numbers and corneal transplant surgeries growing by the day, any kind of support from brands like LG Electronics always help. We are thankful to LG Electronics for its generous support and sponsorship. The corneal transplant surgeries coupled with Eye Donation Awareness Drive will set the momentum for a larger change for this cause in our country,” Arora added.
Sankara Eye Foundation Founder and Managing Trustee Dr R V Ramani said, “Non-availability, non-affordability and inaccessibility to quality eye care, especially in rural India, has been the challenging scenario for the economically weaker sections. We are thankful to multinationals like LG Electronics for their continuous support in making it possible for such people to follow their dreams.”
LG Electronics India Managing Director Ki Wan Kim said: “We received an overwhelming response for Karein Roshni campaign last time, and hope to receive the same this year.”
He said that the company uses both its innovation and a widespread network to create positive change in society.
“We are happy to announce Karein Roshni campaign that will help improve quality of life of people with no vision, allowing them to become more aware of the world around them and empower them with more choice, freedom and greater possibilities,” he added.
The current year is a milestone for LG Electronics as the company celebrates its 22nd anniversary in India.
