Helios Eyewear ENL Group

Pollution becomes the solution

Agencies: Publicis Groupe Africa CIRCUS! MAURITIUS


Mauritian Fishermen face two major problems: Exposure to the sun is destroying their eyes, while plastic pollution is destroying their fishing grounds. We launched the ReSight project. The initiative involved local fishermen in beach and ocean clean ups, removing pollution from the lagoon, then recycling the waste plastic into high quality eyewear with UV protection, which was then freely distributed to every fisherman on the island, protecting and preserving both their eyesight and the environment.

Helios Eyewear, a brand owned by Mauritius' leading economic player ENL Group, manufactures fashionable contemporary eyewear. It is known to actively invest in developing new technologies and has been committed to producing eyeglass frames from eco-responsible materials for several years. In 2020, Helios introduced a "100% Green" line to its collection by recycling plastic bottles. The company approached CIRCUS! for a communications strategy to promote the brand and its innovative and conscious actions.

Through the ReSight project, CIRCUS! wanted to go beyond the mere message of recycling. "Our approach was to engage the Mauritian public through something of prime importance to them: their strong bond with the lagoon and the locals who live by it," explains Vincent Montocchio, Executive Creative Director. "The greatest amount of plastic waste is often found on the coastline. Such pollution destroys the corals and the livelihood of fishermen. This community is affected in another way: their eyes are destroyed by exposure to the sun. The challenge was devising an idea that would address the two issues: protecting the eyes of fishermen and cleaning up the coastline. We asked: what if one problem could solve another?" adds Gareth Pretorius, Creative Director.

The project started with a waste collection campaign. Over 10 000 bottles were removed from the lagoons to be recycled into 2000 sunglasses. To ensure that the circular economy concept was thoroughly understood, the fishermen for whom the glasses were intended participated in the cleanup activities held in their respective regions. This generated a spirit of togetherness and community pride. "We have recycled these bottles and created frames for polarized glasses," relates Nicholas Park, General Manager of Helios Eyewear. "For fishermen who spend long hours exposed to the sun's reflection on the water's surface, 100% UV protection is a must. Over the years, these rays damage the ocular tissues and can lead to various pathologies such as cataracts, keratitis and sometimes sight loss, amongst others."

This professional campaign titled 'Pollution becomes the solution' was published in Mauritius in June, 2022. It was created for the brands: ENL Group and Helios Eyewear, by ad agencies: CIRCUS! MAURITIUS and Publicis Groupe Africa. This Integrated medium campaign is related to the Health, Personal Accessories, and Public Interest, NGO industries and contains 1 media asset. It was submitted over 1 year ago.


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