Myopia is a serious eye condition that can lead to glaucoma if not addressed early enough. In China, it has reached epidemic proportions with 700 million people (which is approximately 50+% of the country’s population) predicted to have myopia by 2020. What’s worse, the onset is getting younger and younger. According to statistics, between 10 per cent and 20 per cent of primary school pupils start classes with myopia. Then the percentage rises to up to 50 per cent for secondary school students. In university, 90 per cent are short-sighted. (Shanghai Eye Disease Prevention and Treatment Centre)

Acuvue wanted to a) ramp-up public attention and action around myopia, and b) Rally the public to raise funds to get at least 20,000 children in primary schools to be tested every month.

"Help children live up to the potential of their name."

Leveraging on the cultural insight that Chinese parents attach hopes and aspirations of desired futures encapsulated in the names of their children, we begin the campaign with a web film that explored the story of a young boy as he tries to live up to the vision behind his name while struggling with poor eyesight.

Parents invest a lot in their kids…starting from the day they start thinking of their names. In China, the names parents give their children are more than words with meanings; they are dreams and aspirations to live up to. Names embody a parent’s best hopes and wishes for their child’s future. For example, naming a child Wang Si Yuan means she could one day be a ‘Visionary’; and naming a child Cheng Wei, means a parent hopes he will ‘Become Great’.

However, how children live up to their name can be largely determined by how well they see…because 80% of what children learn is through their eyes. What use is all the studying, when poor eye health can prevent kids from achieving their potential? Fortunately, 80% of serious visual loss is treatable if discovered early* (Source: World Health Organisation).

Online:

WeChat Moments: where our film appears on a Friends Feed, much like Facebook

WeChat QQ Music: where a GIF of our key visual appears on a campaign page

T-Mall: where our film appears on the Acuvue Brand Hub page

All of the above have a #HelpChildrenSee call-to-action that leads to a donation mechanism toward Sight For Kids.

Offline:

In-store: where a poster with a #HelpChildrenSee call-to-action leads to a donation mechanism toward Sight For Kids.

Storybooks: where a series of children storybooks were created and given away to schools and libraries, each to showcase different names to live up to. As each story progresses, the artwork becomings increasingly blurry, highlighting to the readers what's it like to live with myopia.

463 million impressions in just 4 days

1.8mn RMB (Chinese Yuan) raised using the content and the WeChat H5 platform activity - Donations can only be done post viewing the entire content.

This will benefit about 200,000 children

An earned media reach of 933mn

ACUVUE Brand Love increased +16%

ACUVUE Consideration increased +11%

Awareness of Myopia increased +10%

(Source: Client data)