The task was to launch the latest product innovation from ACUVUE®, a contact lens for people aged above 40s, who are suffering from presbyopia, using a two-pronged approach. Firstly, by educating the public about Presbyopia and secondly, to announce the launch of 1-Day ACUVUE® MOIST®BrandMULTIFOCAL, a contact lens designed to address it.

There is lack of understanding on presbyopia or better known as ??? (lao hua yan), is not preventable, and is a natural part of the ageing process where the eyes gradually lose the ability to focus properly.

We want our target audience to continue to embrace the best time of life and be sharper than ever in your 40s. With the NEW 1•DAY ACUVUE® MOIST® Brand MULTIFOCAL contact lenses, they can experience sharp vision and continue to do the things you love without compromise.

The teaser ad was interactive as it featured an inbuilt eye test. Readers could literally check if they had presbyopia simply by holding up the newspaper to read at different distances. Below it was information linking how sharp the text appeared to them with an explanation on signs of presbyopia. Following that was the solution: the new 1-Day ACUVUE® MOIST® Brand MULTIFOCAL contact lenses with a call-to-action for readers to try the lenses in the optical shop.

The next phase of the campaign was when we revealed brand ambassador Zoe Tay, a local celebrity who’s admired for her successful career, attractiveness and well-balanced life. In the long-format advertorial, she candidly shared the challenges she faced when Presbyopia first crept up on her. She then went on to extoll the remarkable difference she experienced after wearing 1-Day ACUVUE® MOIST® Brand MULTIFOCAL contact lenses. It empowered her to enjoy the best