Malaysian Media Awards Winners Showcase

2013 | |

Myopia Wipeout

Advertiser: Focus Point Vision Care Group
Brand: Focus Point
Creative Agency: -
Credits: Vizeum Media Services — How Yuan Yi (Client Services Director), Mandy Liew (Assistant Media Manager), Tang Sze Mun (Media Buyer), Sim Beng Geok (Head of Client Services) / Focus Point Vision Care Group — Su Chin Peng (Head, Business Operation Manager), Chang Suling (Marketing Manager)

Myopia develops in early childhood and can lead to blindness. Chinese Children suffer the most with 68% needing corrective lenses. Children are in denial over the problem because they believe wearing glasses is nerdy. How can Focus Point take the stigma out of wearing glasses?

Usually parents take their children for eye tests creating friction with kids as it is felt to be another parental pressure. Focus Point turned this around by going directly to the schools and counseling students face to face. This gave the kids an opportunity to learn about the whys of eye care, in a conducive environment as they face the issue together with their peers. Focus Point became the champion for myopia, the eye-hero.

School education programme in Chinese newspaper provided the platform for Focus Point to counsel and test 20,000 students. Copying the ‘report card’ habit, we created report slips of eye- tests together with eye-booklet for students to bring home to their parents. The kids do not feel lonely in this environment and enjoyed the experience together with their friends. Those who need, get counseled for corrective glasses – they can now see their future clearly.

Focus Point donated 100,000 minutes of their time to ensure 20,000 students get clearer ABC123. With just RM80,000, sales for myopic glasses increased 77% YOY. More importantly, parents were educated on the importance of eyecare. Focus Point took the first step towards becoming the highly visible family eye care specialist.