ACUVUE®

The Presbyopia Bunch are spoof comedy shorts featuring a household in which every member has presbyopia, and explores the funny, sometimes slapstick situations that occur when no one has near vision.

Project Overview
Presbyopia? There’s a good chance you’ve never heard of it, even though over 80% of Americans over the age of 40 suffer from it. And that’s exactly the challenge ACUVUE faced when introducing its new Multi-Focal Contact Lenses. Presbyopia is a near-vision condition that we all face as our eyes age, causing eye strain as the sufferer holds an object at arms length to bring it into focus.

Project Details
Unfortunately, the typical presbyopic relies on bi-focal glasses or cheap drug store readers for their vision correction, not even aware of ACUVUE Multi-Focal Contact Lenses. That was the task of a campaign designed to target this untapped market for ACUVUE. In partnership with CHANGE, campaign ideas were delivered that used outdoor, newspaper advertising and online viral videos to drive awareness, and persuade patients to talk to their doctor about ACUVUE.

Creative outdoor advertising was used to drive awareness of Presbyopia

Copywriting and design for full page newspaper ad (left) and print ad (right).