CHALLENGE
Raise awareness of myopia (short-sightedness) in children and educate parents that with early intervention and myopia management innovations, it can be slowed.
APPROACH
A multi-platform campaign to put children’s eye health on parents’ radars for ‘back to school’. We built a campaign around the creation of “reverse glasses” which recreated different grades of myopia, so that those with 20:20 vision could see the world through sufferers’ eyes; unlocking emotional reactions, stories and a rise in myopia awareness.
With the help of trusted influencer voices and HCPs we raised awareness of the long-term impact of myopia if unmanaged.
