1. NATIONAL EYE HEALTH WEEK
Case Study

2. NATIONAL EYE HEALTH WEEK
CLIENT:
CAMPAIGN DATE:
September 2015 – April 2016
PUBLICATION:
The Times, Times Online, Tablet edition
CAMPAIGN ELEMENTS:

3. The IDEA “A new vision for health”
The consumer end of the optical sector is dominated by the twin themes of stylish frames and value for money. Boots Opticians wanted to challenge this perception among consumers, widening people’s understanding of the importance of regular eye health checks and positioning themselves as the most trusted eye healthcare provider. Research shows that blurred vision is the main reason for visits to the opticians. Our aim was to use a variety of visually arresting presentations across print and digital media, combined with long copy, to educate readers that not only are regular eye checks vital for vision, they can also flag up a surprisingly wide range of other health and wellbeing issues.

4. THE EXECUTION
We produced a daily series of articles throughout National Eye Health Week in The Times, with each carrying different aspects of the wider eye health message, such as eyesight and sport, eyesight and nutrition, and how an eye health check can highlight serious health conditions. These were mirrored on an online microsite and on tablet.

5. The EXECUTION

6. THE EXECUTION

7. THE EXECUTION

8. SAM HAMBURGER
Method at News UK