Kids around the world struggle with Amblyopia, or lazy eye. It’s treatable, but in disadvantaged communities that lack medical care, lazy eye goes undiagnosed and un-corrected. Without intervention, Amblyopia can lead to learning difficulties and blindness.
Treating Amblyopia isn’t hard, but diagnosing kids who lack access to medical care is a challenge. When the patients can’t go for treatment, treatment must come to the patients. We needed a tool that was inexpensive to produce, easy to distribute, and most importantly, fun to use. The I rescue is a playful, die-cut mask that catches attention in periodicals and waiting rooms, and empowers parents to proactively correct their child’s eyes for free.
I rescue masks intertwine beauty and functionality. They are reversible so that they are equally charming and effective no matter which eye is being worked. Wearing the I rescue becomes a fun diversion from the tedium of the eye exercises required for treatment.
I rescue is proving to be an effective tool for screening, treatment and building awareness for the work of the Worldwide Amblyopia Campaign.
