In late June, as Singapore’s PSI (Pollutant Standards Index) levels shot up to record-breaking levels on the back of haze originating from forest fires in Indonesia’s Sumatra island, Mileage saw an opportunity to release a campaign about eye health in light of the haze situation. The haze affected many parts of the region, and blanketed Singapore in thick smog for more than a week. High concentration of particulate matter in the air meant a potential increase in the number of people suffering from eye ailments. Hence, the release would prove timely to educate the general public with tips and precautions to take during the haze situation, while increasing the public profile of our client – Shinagawa LASIK & Eye Centre.
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