ADC Awards
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Category
Brand / Communication Design / Product Design
Annual ID
ADC104_PHW033M
Background
Babyshop, a child and baby retailer in the Middle East, has always stood for being an ally in parenthood, with its purpose focused on "giving every child the best start in life" through its products and services.
Supporting UAE's mission to promote inclusive education, Babyshop sought to tackle an unspoken condition in the Middle East: colour blindness. With one colour blind child in every classroom, ColourCheck successfully detected colour blindness in 14 children to date after deploying 30,000 pencil sets to schools and clinics in the region.
Supporting UAE's mission to promote inclusive education, Babyshop sought to tackle an unspoken condition in the Middle East: colour blindness. With one colour blind child in every classroom, ColourCheck successfully detected colour blindness in 14 children to date after deploying 30,000 pencil sets to schools and clinics in the region.
Creative Idea
Babyshop’s ColourCheck pencil set is an innovative, double-sided pencil set co-created with Moorfields Eye Hospital to help detect colour blindness in young children – with one side representing the colour spectrum that people with regular vision would naturally see, while on the other end, the colour spectrum is represented in by how those with colour blindness see the colour.
Therefore, each pencil becomes a test for the condition. If a child sees only one matching colour on the pencil instead of two distinct ones, it is a clear sign that the child is colour blind.
The set breaks the convention of traditional testing and gives parents and teachers a playful and easy to use tool to detect, and support colour blind children at the earliest, so that they make the most of their learning experiences.
Therefore, each pencil becomes a test for the condition. If a child sees only one matching colour on the pencil instead of two distinct ones, it is a clear sign that the child is colour blind.
The set breaks the convention of traditional testing and gives parents and teachers a playful and easy to use tool to detect, and support colour blind children at the earliest, so that they make the most of their learning experiences.
Insights & Strategy
Despite 75% of students having had an eye test with an optometrist, 80% are undiagnosed with colour blindness when they enter secondary school.
Not only that, but since most teachers haven't had any trainings about colour blindness, they might not even notice.
These kids are usually mistakenly diagnosed with learning disabilities or labeled as ‘inattentive’ or ‘lazy’, which ultimately affects their confidence, and can most often lead to social withdrawal, and academic failure.
Research also shows that children get worried and self-conscious when exposed to medical examinations to do with their body or their senses. We had to be conscious to not make children worry or feel any form of anxiety. Hence, this had to be for parents and teachers to assess. Not for the children.
Babyshop’s ColourCheck pencil set is an innovative, double-sided pencil set co-created with Moorfields Eye Hospital to help detect colour blindness in young children .
Not only that, but since most teachers haven't had any trainings about colour blindness, they might not even notice.
These kids are usually mistakenly diagnosed with learning disabilities or labeled as ‘inattentive’ or ‘lazy’, which ultimately affects their confidence, and can most often lead to social withdrawal, and academic failure.
Research also shows that children get worried and self-conscious when exposed to medical examinations to do with their body or their senses. We had to be conscious to not make children worry or feel any form of anxiety. Hence, this had to be for parents and teachers to assess. Not for the children.
Babyshop’s ColourCheck pencil set is an innovative, double-sided pencil set co-created with Moorfields Eye Hospital to help detect colour blindness in young children .
Execution
Staying true to the original coloured pencil was essential for this idea to be easily used by children.
The colours on the set were chosen with the help of doctors from Moorfields Eye Hospitals to ensure that the entire colour spectrum is represented accurately.
This was also considered when creating the packaging of the set, giving us a total of three pencil set designs – each catering to a different type of colour blindness.
After six months of research and development, Babyshop launched the ColourCheck pencil set and distributed 30,0000 sets to schools, clinics, and 235 Babyshop stores across the region.
Plus, we also created a colouring book that contains a fictional story for children to colour in as they read the story, with a guide on the colours they should be adding. If the colours don’t add up, it’s a sign that the child may suffer from the condition.
The colours on the set were chosen with the help of doctors from Moorfields Eye Hospitals to ensure that the entire colour spectrum is represented accurately.
This was also considered when creating the packaging of the set, giving us a total of three pencil set designs – each catering to a different type of colour blindness.
After six months of research and development, Babyshop launched the ColourCheck pencil set and distributed 30,0000 sets to schools, clinics, and 235 Babyshop stores across the region.
Plus, we also created a colouring book that contains a fictional story for children to colour in as they read the story, with a guide on the colours they should be adding. If the colours don’t add up, it’s a sign that the child may suffer from the condition.
Results
Babyshop ColourCheck proved to be a simple yet effective way to promote inclusivity and give every child the best start in life.
- 14 children were identified as colourblind and are now getting the support they need.
- Babyshop brand love grew by 21%.
-100k parents reached.
- 15% increase in eye consultations in Moorfields Eye Hospital.
- 14 children were identified as colourblind and are now getting the support they need.
- Babyshop brand love grew by 21%.
-100k parents reached.
- 15% increase in eye consultations in Moorfields Eye Hospital.
2025 Awards
Total Points: 3
Merit Honor
Credits
Agency
Publicis Middle East / Dubai
Agency In-House Production Company
Prodigious / Dubai
Music / Sound Production Company
Mango Jam / Dubai
Post Production Company
Melt / Dubai
Art Director
Tina Balaa
Associate Creative Director
Mohamed Naggar
Chief Creative Officer
Rafael Augusto
Chief Strategy Officer
Tahaab Rais
Copywriter
Hani Mohsen
Nicolas Richard
Creative Director
Augusto Correia
Mohamed Bareche
Designer
Jolanda Van Rooyen
Mahir Jeseem
Executive Creative Director
Aunindo Sen
Illustrator
Amr Deabes
Ritu Poojari
Motion Designer
Louis Borniche
Photographer
Raef Baskharon
Producer
Ahmed ElRuby
Strategist
Jala Fawaz
Executive Producer
Ibrahim Barakat
Sami Saleh
Wilbur D'costa
Business Development &Marketing Director
Maha Aboughali
Business Director
Vicky Kriplani
CEO
Bassel Kakish
Nathalie Gevresse
Head of Marketing
Mitin Chakraborty
Head of Production
Shereen Mostafa
Marketing Manager
Shaileshkumar Bhadra
Post Production
Nayla Chacra
Production Logistic Support
Shweta Sandeep
Project Manager
Aneesha Carriappa
Videographer
Islam Ramadan
Najib Saadane
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