Dry Eye Disease Ad Campaign

Research has shown that there is very little consumer awareness of Dry Eye disease. Many sufferers don't recognise that the burning, dryness, stinging, or tearing symptoms they are experiencing are caused by Dry Eye.

Likewise, there is even lower awareness that treatments are available that can effectively manage symptoms. The key is to first educate consumers about Dry Eye, how Dry Eye can influence their lives, and then motivate them to see their eye care professional for help.

Whether unbranded or lightly branded, this Dry Eye awareness campaign employs the OPTIVE® Symptom Characters to focus on how the condition can impact the daily lives of sufferers. The concepts were developed as stand-alone A4 print ads and are being adapted as teaser banner ads driving traffic to a symptom/take-the-quiz microsite. The answers given direct the participant to the appropriate product on the fully-branded OPTIVE® website.