Standard Chartered Bank Credit Card collaborated with ‘Seeing is Believing’, an international NGO that works to prevent avoidable blindness. Urja developed a unique social media campaign to gain awareness and leads for the card. The campaign was in the form of a referral App through which customers could apply for or recommend Standard Chartered Credit Cards on LinkedIn. For each such recommendation, the bank would donate a sum to the NGO. The App was designed with a ‘blurred out’ visual to mimic the eyesight of a person going blind, and this image got increasingly clearer with every referral, to eventually reveal a heart-warming visual.