With half of Australians projected to have myopia by 2040, we transformed a confronting statistic into a national call to action – raising awareness of the risks and empowering parents with practical prevention steps.

We created the strategy and the memorable mnemonic ‘Off Screens, Outside, Optometrist’, brought to life through a catchy jingle and bold visual lockup to drive kids’ eye exams. From concept to delivery, we led the end-to-end creative designed to cut through and drive behaviour change.

‍

Our impact:

• 83% video completion rate
• Drive awareness of myopia
• Increased bookings to Optometrists