Copywriting | Art Direction | Concept | Branding | Creative Direction
REFRAMING A SCARY SURGERY ON YOUR EYE AS YOUR OWN, PERSONAL “INDEPENDENCE DAY”
Did you know that from around the age of 40 most people start to develop cataracts? Over time, the cloudiness gets worse and life starts to get smaller and smaller. At some point, maybe they stop driving at night. Or they take only the back streets to avoid traffic. Perhaps they even start avoiding social situations or they give up beloved hobbies.
This consumer campaign was created to reframe the somewhat scary proposition of having an operation on your eyes as your own, personal Independence Day. Major hurdles for getting people to commit to the operation were the notions of, “My cataracts aren’t that bad” and “I’ll need to do that someday.” By booking the date of their operation, they booked the day they would declare their freedom from cataracts – when they would reclaim the lifestyle that had been slowly stolen away.
People flocked to FreedomFromCataracts.com to download their Patient Information Kit as well as opt-in to receive additional communications through EyeFile, giving the client a new database of future patient candidates. “Independence Day” has been, by far, Alcon Cataract’s most successful direct-to-consumer campaign to date.
A major rebrand of the massive Alcon Cataract division – logos, tagline, style guides…pretty much everything but the Alcon logo. It also included a fully integrated B2B campaign called “We’ve got work to do” that challenged the industry as a whole to push harder, do more, and advance cataract surgery around the world.
BioTissue creates products to heal and treat dry eye, eye diseases, reduce inflammation and promote quality healing.
An in-clinic poster campaign designed to educate patients about the “Penicillin Myth”.