Think About Your Eyes Launches New Advertising Campaign

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ALEXANDRIA, Va.—Think About Your Eyes will be launching a new creative campaign on July 31, featuring two new commercials airing on broadcast and cable stations. Following the theme, “Seeing is a Gift,” the new campaign is a celebration of sight, with the first commercial specifically targeting parents, in an effort to focus on the importance of kids’ vision health and the second commercial targeting a broader adult audience.

To ensure the new campaign would have maximum impact on targeted consumers, Think About Your Eyes conducted market research, evaluating strategic approaches to determine how best to motivate the public to get an annual eye exam and tested creative approaches which were developed in partnership with ghg greyhealth group. The creative testing—which included more than 1,000 consumers—was specifically designed to measure the emotional impact of each potential campaign as well as how strongly that emotional response was tied to behavioral change, the organization stated.

“The previous ads, created in 2007, were designed to emulate public service announcements,” said Jon Torrey, Think About Your Eyes executive director. “We saw an increasing need to reach consumers on an emotional level with our message about annual eye exams, and thus the opportunity to develop a new creative campaign to change their behavior around their vision health.”

The commercials will debut on broadcast networks the week of July 31, specifically on NBC during America’s Got Talent on Aug. 1 and again Aug. 8. Additionally, the ads will run on 27 cable networks, including popular networks like USA, Comedy Central and FX. Ads will also appear online and on internet radio.

The creation of the new commercials was made possible by the addition of new industry partners, and increased contributions from existing partners. In 2016, the campaign generated 1.15 million eye exams, resulting in $495 million in additional industry revenue.

Think About Your Eyes is a national public awareness initiative in partnership with the American Optometric Association, focused on educating consumers about the importance of vision health and annual comprehensive eye exams. Current partners include Alcon , The Vision Council, All About Vision, Gunnar Optiks, Jobson Optical Group, National Vision, Inc. (NVI), SpecialEyes, SPY, Hilco, Walman Optical, Transitions, Shamir, Chemistrie Eyewear, Essilor, Luxottica Group, Eschenbach, Johnson & Johnson Vision, First Vision Media Group, International Vision Expo and WestGroupe.

Watch the commercials here.