Get your eyes tested this July, urges Ogilvy
Get your eyes tested this July is the focus of the Eye Foundation’s new ‘julEYE black spot’ campaign launched this week by the Foundation’s Patron, Quentin Bryce AC, Australia’s Governor-General.
Created pro-bono by Ogilvy & Mather Sydney, it has black spots placed on existing TV, print and outdoor ads across the country, allowing consumers to experience a simulated view of degenerative eye conditions. Seventy-five per cent of vision loss is preventable or treatable, yet every 65 minutes an Australian loses part or all of their vision.
Ogilvy Sydney’s CEO Stuart O’Brien said the campaign’s approach was a great way to attract attention and generate cut-through in the highly competitive not-for-profit sector. “We wanted to develop a campaign that would grab the attention of viewers, and give them a tangible reminder of the consequences of vision loss.”
Starting in mid-June with the National Geographic Channel, the on-air campaign will feature black spots over one of the Channel¹s promotional spots. The black spots will also run over select Movie Network Channels adverts in July. Negotiations are in place to incorporate the spots on print, outdoor, buses, window display and digital display platforms.
Jacinta Spurrett, CEO of the Eye Foundation, said: “We needed a campaign that would help people understand the devastating effects of eye disease. Vision loss can affect people at any time in their lives and it often happens gradually, so by the time it becomes noticeable,
the damage is done. Our goal is to encourage all Australians no matter their age to get their eyes tested this July,” said Spurrett.
Credits
Creative Director: Boris Garelja
Art Director: Brenton Bleechmore
Copywriter: Jon Tompkin
Producer: Gabe Hammond
Studio manager: Dave Nuttall
9 Comments
Done last year in DM, picked up some metal at ADMA.
Someone needs to get their eyes tested
“We wanted to develop a campaign that would grab the attention of viewers, and give them a tangible reminder of the consequences of vision loss.”
Well guess what O’Brien…you didn’t even come close.
Its simple and to the point. What’s not to like. Too many comments on this blog are not about the work and more about axes to grind with the agencies themselves.
It’s bad.
Wow! Someone actually thinks this is good work and is worthy of PR???
“a great way to attract attention and generate cut-through in the highly competitive not-for-profit sector”.
101 stuff O’Brien
Saw that coming.
I’ve only got one eye but I can clearly see that the blind are leading the blind at this agency.