Interpublic Group (NYSE: IPG) agencies Golin, Virgo Health and Reprise have won a three-way, competitive pitch to support CooperVision, one of the largest manufacturers of contact lenses in the world, with a behaviour-change campaign to raise consumer awareness of myopia (short-sightedness) in children. By 2050, 50% of the global population will develop myopia1, but it is manageable.
The three agencies worked as an integrated team to respond to CooperVision’s purpose-led brief, combining their expertise in consumer communications, healthcare and paid media to deliver a scalable, earned-first creative concept to drive awareness of myopia and increase enquiries about myopia management in the UK. The team also delivered an above the line brand identity and digital advertising plan for Brilliant Futures™ with MiSight® 1 day contact lenses, which are proven to slow the progression of myopia.2
Golin and Virgo Health will lead earned strategy, creative, consumer public relations and influencer engagement. Reprise will support across paid social channels, including Facebook, Instagram and YouTube. Virgo Health will also work with eye care practitioners (ECPs) to raise awareness of the campaign and further increase discussions about myopia management.
Mark Draper, Director of Marketing and National Accounts at CooperVision, said: “CooperVision is committed to helping people around the world see better every day. Traditional vision correction can help children see clearly, but it can’t help to slow the progression of their myopia. That’s why we’re so proud of Brilliant Futures™ with MiSight® 1 day and the impact it can have on improving children’s lives and helping them achieve their future ambitions. The IPG team completely understood our purpose and primary ambition to increase awareness of myopia resulting in a change in behaviour. They impressed us with a fantastic pitch and killer creative concept, coupled with a smart and well-considered approach to rolling out our campaign.”
Natasha Weeks, Executive Director and Consumer Health lead, Golin and Virgo Health, said: “The CooperVision brief is the kind that truly energised and excited our team. With our integrated offering it hit our sweet spot perfectly of hard-hitting health combined with culturally-relevant consumer creativity, and we loved unpicking the insights and triggers that will ensure parents take action. At a time when maintaining public health is so essential, the whole team is passionate about the difference we can make with CooperVision. Parents wouldn’t think twice about taking their children for regular dental check-ups, and with products like Brilliant Futures™ with MiSight® 1 day that can slow the progression of myopia, children’s eye tests should be just as much a priority.”
1 Holden BA, et al. Ophthalmology. 2016;123:1036–1042
2 Chamberlain P, et al. Optom Vis Sci. 2019;96:556–567
CooperVision, a division of CooperCompanies (NYSE:COO), is one of the world’s leading manufacturers of contact lenses. The company produces a full array of daily disposable, two-week and monthly soft contact lenses that feature advanced materials and optics, and premium rigid gas permeable lenses worldwide. CooperVision has a strong heritage of addressing the toughest vision challenges such as astigmatism, presbyopia, childhood myopia, and highly irregular corneas; and offers the most complete portfolio of spherical, toric and multifocal products available. Through a combination of innovative products and focused practitioner support, the company brings a refreshing perspective to the marketplace, creating real advantages for customers and wearers. For more information, visit www.coopervision.com.
Virgo Health is a leading provider of innovative healthcare communication, education and engagement services. We are the ‘go-to’ agency for clients seeking high-quality ideas and unsurpassed client services that deliver measurable results. Our ‘Being Human’ ethos informs everything we do. We have extensive experience supporting prescription and over-the-counter products, across their lifespans locally, regionally and globally. We also specialise in corporate reputation management. Since 2015, Virgo has been named the SABRE EMEA Healthcare Consultancy of the Year, the Communiqué Medical Communications Consultancy of the Year, the PRCA Dare Consumer Health & Wellbeing Consultancy of the Year and ranked Great Place to Work (medium sized business) 11 years in a row. Learn more at virgohealth.com.
Golin is a global public relations agency that helps companies create change that matters. Together, we discover powerful human truths that bind us, create with bravery and collaborate inclusively and obsessively. Golin’s 1700 global employees operate across 50+ offices worldwide, allowing us to provide our clients with comprehensive solutions for multi-market, regional and global communications programs. Golin was named PRWeek’s 2021, 2020 and 2019 Global Agency of the Year and is the first-ever PR agency to be credited with “ideation,” when the firm took home Gold and Silver Lions at the 2019 Cannes Lions Festival of Creativity.
Reprise is one of the world’s largest performance marketing networks, with over 3,000 experts across 68 offices in 48 markets. We offer a complete suite customer-centric performance marketing services including, but not limited to, Strategy, SEO, Paid Search, Social, eCommerce and Creative. Part of the Mediabrands division of the Interpublic Group (NYSE: IPG), Reprise is headquartered in New York. To learn more about how we can empower your business, visit www.reprisedigital.com now.