Athletes boost eye test awareness

Campaign Hero Campaigns For Hero Brands Client Johnson & Johnson Vision Care PR team JCPR Timescale July 2007 to August 2008 Budget Undisclosed, but believed to be in the region of £250,000

Johnson & Johnson Vision Care (JJVC) was the Official Vision Care Product Partner of the Beijing 2008 Olympic Games. It asked JCPR to spread the message that an eye exam can help people perform ‘to the best of their ability’.

Objectives

To raise awareness of the importance of having regular eye examinations
To use Team GB Elite Olympic athletes
To target 18- to 35-year-old consumers and healthcare professionals.

Strategy and plan

The team held a press conference at Bish­am Abbey with Sir Clive Woodward and visual performance expert Dr Sherylle Calder. It embarked on a TV tour with heptathlete Kelly Sotherton and a radio tour with mixed doubles badminton pair Gail Emms and Nathan Robertson. The campaign was rolled out to 270 UK sports federations.

Measurement and evaluation

The campaign was covered by BBC Breakfast, Sky News, The Times, Daily Mail, The Daily Telegraph, The Guardian, The Independent, ITV Meridian, Metro, Eurosport and Setanta.

Results

Although there are no official figures
on eye tests in the UK, a recent report by Optician magazine found a four per cent annual rise in 2008.

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