The ColourCheck Initiative

Agency: Publicis Groupe Dubai


In the world, around 300 million people are colourblind.

Most colourblind people find out about their condition at a much later stage in their lives, making simple everyday encounters for children, such as picking fruit and crossing the street, difficult. This can be very confusing for children and debilitating for parents. It is even harder to diagnose this condition due to the child’s inability to speak or express themselves verbally when very young. 

On Tuesday, September 06, 2022, also known as colourblind awareness day, babyshop launched the colourCheck initiative.

A double-sided coloured pencil set created to spot colour blindness in younger children.
One side of the pencil represents the rainbow spectrum as seen naturally, while the other side is the equivalent spectrum to how a colourblind child sees it.

If children are unable to see the two different colours on either side, parents and school teachers can quickly identify colourblind symptoms, instantly accommodating children and giving them a better quality of life.

Through this initiative in partnership with schools, babyshop wants to raise awareness and help detect children with colour vision deficiencies at the earliest.

This professional campaign titled 'The ColourCheck Initiative' was published in United Arab Emirates in February, 2023. It was created for the brand: Babyshop, by ad agency: Publicis Groupe Dubai. This Print medium campaign is related to the Health industry and contains 4 media assets. It was submitted about 1 year ago.


Client : BabyShop
Agency : Publicis Groupe Dubai
Chief Executive Officer : Bassel Kakish
Chief Strategy Officer : Tahaab Rais
Chief Creative Officer : Rafael Augusto
Creative Director : Mohamed Bareche
Art Director & Conceptualizer : Tina Balaa
Art Director & Photographer : Raef Baskharon
Senior Copywriter : Nicolas Richard
Senior Designer : Jolanda Van Rooyen
Director : Islam Ramadan
Senior Art Director : Mohamed Youssef El Naggar
Senior Copywriter : Hani Mohsen
Business Lead : Vicky Kriplani
Executive Communications and Project Management: Aneesha Carriappa
Producer : Ahmed ElRuby
CEO Publicis Communications : Nathalie Gevresse

Head of Marketing: Mitin Chakraborty
Marketing Manager: Shaileshkumar Bhadra

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