This week is National Eye Health Week, a yearly event which aims to educate people about the importance of eye health. Despite our busy lifestyles, the message is clear: eyesight is something that shouldn’t be neglected.
In the UK, approximately 2 million people suffer from severe sight loss and half of these issues can be avoided by simply having regular eye tests. These can detect various health conditions, such as glaucoma, diabetes, and high blood pressure, which can be helped with early treatment. Even general wellbeing can be improved by keeping eyes healthy.
We learnt the importance of eye health first-hand through our work with Thea Pharmaceuticals. This global company develops and manufactures products that support ophthalmic care and eye health, covering a range of therapy areas, including inflammation, infection, and allergy.
All the projects we’ve worked on have been designed to drive home the message that our eyes are precious, and that diet and exercise play a vital role in protecting and preserving good vision for life.
One such condition campaign saw us raising awareness of Dry Eye. As many as 1 in 5 people have this irritating condition but are never diagnosed. It’s caused by a variety of factors, from computer use and hormones to air conditioning and pollution.
To accelerate awareness, drive sales and distribution, we created a consumer education campaign around Dry Eye symptoms and effective management with their leading brand: Thealoz Duo preservative-free eye drops.
We used a series of colourful illustrations, created in-house in a 20′ second TV ad designed to be split into two 10′ second versions to maximise usage online or in clinic. The advert aired on the ITV Central Region and was supported with a digital campaign as well as POS in opticians and pharmacies, all driving traffic to a new consumer website.
This was just the beginning of wider activities to promote Thealoz Duo on- and off-line which has contributed to year-on-year growth for the brand. We’ve got a full case study that outlines all the stats and content that made this campaign a success.
We’ll be supporting Thea’s core message of good eye health by getting involved in the #VisionMatters campaign this week. Keep an eye out (see what we did there) on our Twitter and Instagram feeds to see what we’re doing and don’t forget to book that eye test!
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About The Foundry
The Foundry is a strategic communications agency, based in Manchester, delivering fully-integrated marketing campaigns for B2B, B2C, public sector and healthcare clients.
Marketing services that support patient education include qualitative and quantitative research, social media campaigns, educational websites, CPD programmes, online learning tools, in-clinic training materials, posters and patient literature.
For more information, call 0161 926 8444.