A BETTER FUTURE IN SIGHT

CHALLENGE

We teamed up with IPG Mediabrands and Singapore tech company, Plano, to raise awareness of the Myopia epidemic in Singapore. Also known as short-sightedness, this condition causes distant objects to appear blurred and has been linked to the unhealthy use of mobile devices. We were asked to develop a cross-platform creative campaign that would raise awareness and drive change.

CHANGE

Building on the shocking statistics from Plano’s research, we defined our target audience as parents – due to the high levels of extensive device use in Singaporean children. With this in mind, we developed “See Past the Screen” – a concept which embodied the idea of limited sight, as well as the need for behavioural change.This message was brought to life through the use of striking imagery – exaggerating the impact of device use on the physical well-being of children. We devised a campaign strategy to work across multiple channels, including OOH, print, digital, TV, radio and social media – harnessing the power of Instagram, to drive further awareness with a campaign hashtag.

MAKE BETTER

The campaign was run for eight weeks in total and was featured in international articles by Campaign and The Drum.Alongside this, we also received performance statistics from IPG – which showed not only a significant increase in awareness of Myopia but also increased intent to take action.