Disha Eye Hospitals, the biggest chain of eye care facilities in Eastern India, started a campaign called “Act. SubtrAct. CatarAct.” as part of the ongoing Cataract Awareness Month. This campaign is aimed at increasing public awareness of cataracts, the primary cause of avoidable blindness.

The campaign was unveiled by actress Ms Priyanka Sarkar, Dr Debasish Bhattacharya, Chairman & Managing Director, Disha Eye Hospitals, and Mr Ranabir Bhattacharya, CFO, Disha Eye Hospitals.

A cataract is a progressive eye disease that causes the natural lens to become clouded, impairing vision. This can develop gradually over time and affect one or both eyes. Cataracts are frequently linked to ageing, but they can also be brought on by diabetes, eye trauma, or genetics.

The goal of the “Act. SubtrAct. CatarAct” campaign is to increase public awareness of the value of early detection and timely surgical treatment, particularly for those over 40. Disha Eye Hospitals emphasised that early intervention not only restores sight but also makes it possible to detect other serious eye conditions like glaucoma and diabetic retinopathy at treatable stages, dispelling the antiquated myth that surgery should be put off until vision is severely impaired.

As part of their “Act. SubtrAct. CatarAct.” campaign, Disha Eye Hospitals will implement a number of awareness-raising activities throughout June, such as patient engagement programs, educational materials at all hospital locations, and targeted social media content. Ten elderly, impoverished residents of a few old-age homes in Kolkata and Siliguri will each receive free cataract surgeries as part of the campaign, highlighting the hospital’s dedication to providing accessible eye care for underserved communities.

Priyanka Sarkar said “My awareness is limited. With this initiative, I hope to know more about cataracts. With the advancement of technology, we are now knowing of early treatments and their benefits. Many rural areas still do not have high awareness levels. With such initiatives people will know that early treatment is the best. My grandmother got her cataract treated at a later time. I hope that does not happen with someone else. Regular eye checkups must be the norm”.

The campaign logo and tagline were unveiled at the same event.

To increase the campaign’s reach throughout West Bengal, similar launch events are planned for Siliguri later this month.

Priyanka Dutta