IPG Team appointed to raise awareness of childhood myopia (short-sightedness) with behaviour change campaign
LONDON, MONDAY JULY 05: Interpublic Group (NYSE: IPG) agencies Golin and Virgo Health have won a three-way, competitive pitch to support CooperVision, one of the largest manufacturers of contact lenses in the world, with a behaviour-change campaign to raise consumer awareness of myopia (short-sightedness) in children. By 2050, 50% of the global population will develop myopia1, but it is manageable.
The three agencies worked as an integrated team to respond to CooperVision’s 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™ with MiSight® 1 day contact lenses, which are proven to slow the progression of myopia.2
Golin and Virgo Health will lead earned strategy, creative, consumer public relations and influencer engagement. An IPG Agency 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.
Mark Draper, Director of Marketing and National Accounts at CooperVision, said: “CooperVision is committed to helping people around the world see better every day. Traditional vision correction can help children see clearly, but it can’t help to slow the progression of their myopia. That’s why we’re so proud of Brilliant Futures™ with MiSight® 1 day and the impact it can have on improving children’s 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.”
Natasha Weeks, Executive Director and Consumer Health lead, Golin and Virgo Health, said: “The 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’t think twice about taking their children for regular dental check-ups, and with products like Brilliant Futures™ with MiSight® 1 day that can slow the progression of myopia, children’s eye tests should be just as much a priority.”