Poor vision continues to plague undeveloped areas of the world where finding an optician is costly and time-consuming. Danish optometry chain Nyt Syn, or “New Vision,” strives to make a difference with their “Glasses for Africa” program. Nyt Syn collected eyeglasses from more than 70,000 people in Denmark. Six opticians and a nurse then traveled to low-income areas of Gambia and Senegal to administer eye exams and fit them with the collected glasses. Joachim Ladefoged accompanied them on their journey to villages around Africa, shooting video and reportage-style images to document the trip.
As people finished their exam and were given a pair of donated glasses, Ladefoged was there to take each person’s picture. The portraits are featured on Nyt Syn’s website, in store displays, and the corporate magazine. The print campaign has been shortlisted for a Creative Circle Award. While the portraits show people sitting still and refined, their visible reactions of the joy and awe of being able to see clearly are captured in Ladefoged’s video footage.