When Aishwarya Rai signed on as an ambassador to the Eye Bank Association Of India, Ogilvy wrote the script. It was a coup that raised awareness and gave thousands of patients a new lease of sight waiting for corneal transplants! I was in college at the time and still remember the campaign! As सबेरा SABERA awardee Lalitha Raghuram recounts the story, are you aware there's a category for "Behavioral change through communication" for agencies, brands, and organizations alike? We all have our role to play in Doing Good :) Creative, advertising, PR Agencies et al.