We\u2019re delighted to share the news that we\u2019ve won a three-way, competitive pitch to support CooperVision with an IPG media agency and sister agency Golin. CooperVision is one of the largest manufacturers of contact lenses in the world and we\u2019ll be working with them on a behaviour-change campaign to raise consumer awareness of myopia (short-sightedness) in children. By 2050, 50% of the global population will develop myopia, but it is manageable.<\/p>\n\n\n\n
The three agencies worked as an integrated team to respond to CooperVision\u2019s purpose-led brief, combining their expertise in consumer communications, healthcare and paid media to deliver a scalable, earned-first creative concept to drive awareness of myopia and increase enquiries about myopia management in the UK. The team also delivered an above the line brand identity and digital advertising plan for Brilliant Futures\u2122 with MiSight\u00ae<\/sup> 1 day contact lenses, which are proven to slow the progression of myopia.<\/p>\n\n\n\n Golin and Virgo Health will lead earned strategy, creative, consumer public relations and influencer engagement. Reprise will support across paid social channels, including Facebook, Instagram and YouTube. Virgo Health will also work with eye care practitioners (ECPs) to raise awareness of the campaign and further increase discussions about myopia management.<\/p>\n\n\n\n Mark Draper, Director of Marketing and National Accounts at CooperVision, said: <\/em>\u201cCooperVision is committed to helping people around the world see better every day. Traditional vision correction can help children see clearly, but it can\u2019t help to slow the progression of their myopia. That\u2019s why we\u2019re so proud of Brilliant Futures\u2122 with MiSight\u00ae<\/sup> 1 day and the impact it can have on improving children\u2019s lives and helping them achieve their future ambitions. The IPG team completely understood our purpose and primary ambition to increase awareness of myopia resulting in a change in behaviour. They impressed us with a fantastic pitch and killer creative concept, coupled with a smart and well-considered approach to rolling out our campaign.\u201d<\/p>\n\n\n\n Natasha Weeks, Executive Director and Consumer Health lead, Golin and Virgo Health, said: \u201cThe CooperVision brief is the kind that truly energised and excited our team. With our integrated offering it hit our sweet spot perfectly of hard-hitting health combined with culturally-relevant consumer creativity, and we loved unpicking the insights and triggers that will ensure parents take action. At a time when maintaining public health is so essential, the whole team is passionate about the difference we can make with CooperVision. Parents wouldn\u2019t think twice about taking their children for regular dental check-ups, and with products like Brilliant Futures\u2122 with MiSight\u00ae 1 day that can slow the progression of myopia, children\u2019s eye tests should be just as much a priority.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":" We\u2019re delighted to share the news that we\u2019ve won a three-way, competitive pitch to support CooperVision with an IPG media agency and sister agency Golin. CooperVision is one of the largest manufacturers of contact lenses in the world and we\u2019ll be working with them on a behaviour-change campaign to raise consumer awareness of myopia (short-sightedness) […]<\/p>\n","protected":false},"author":1,"featured_media":3461,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-3460","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency-news"],"acf":[],"yoast_head":"\n