Patients with AMD often suffer from isolation related to this impairment. They often have a hard time describing their symptoms, while their relatives find it hard to imagine what they are really seeing. Unfortunately, this isolation and incomprehension can lead to weariness, insufficient treatment, and therefore potentially, a worsening of the disease. That’s why Novartis wants to raise awareness among patients' relatives so that they realize that their involvement is essential. With their daily support, they can help patients to continue their treatment and to better resist the disease. The objective of the campaign is to strengthen the understanding of the disease and ultimately increase the treatment regularity.

AMD (Age-related macular degeneration) is a chronic degenerative disease of the retina that’s the leading cause of visual impairment in people over 50. It affects the central area of the retina, causing progressive loss of central vision. However, only 60% of 35-49 year olds know about AMD, versus 78% of those that’re 50 and older.

Our challenge was to increase awareness and understanding of AMD among helpers, caregivers, and even the medical community.

We worked with photographer Ambroise Tézenas to create a series of unique and surprising photographs, allowing the public to see through the eyes of people with AMD.

Our digital campaign “Through Your Eyes” was a campaign that for the first time was able to show the invisible, with images that are approved by AMD patients and medical professionals.

Our challenge was to increase awareness and understanding of AMD among helpers, caregivers, and even the medical community.

The project was initially going to be a traveling exhibition of the work. But instead it was set up as a digital experience. The challenge was to make it immersive while still being completely accessible for our older target.

Thus the navigation of the website was based on an intuitive 3D interface where the viewer is immersed in a patient’s gaze while navigating using keywords evoking an aspect of everyday life. It was also a sound experience with a voice that gave viewers the ability to reach the images. And in the end was accessible to all regardless of age.

“Through Your Eyes” recreated the effects AMD has on patients but with an artistic approach. We worked with photographer Ambroise Tézenas where he spoke with various AMD patients to understand what they were seeing and how AMD was impacting their lives and the lives of their loved ones.

In total, 30 pictures were created using in-camera effects to reproduce the symptoms of AMD. The photographs were then exhibited in an immersive digital experience that was accessible for an older audience.

The navigation of the website was based on an intuitive 3D interface where the viewer is immersed in a patient’s gaze while navigating using keywords evoking an aspect of everyday life. It was also a sound experience with a voice that gave viewers the ability to reach the images.

To get media coverage, and amplify the project, we created a digital out of home poster campaign in shopping centers near pharmacies all over France. And on October 8, 2020 the campaign was launched for World Sight Day.

Today Novartis is considering the establishment of a physical traveling exhibition throughout France to continue to raise awareness of AMD as well as the importance of the role those that take care of people with AMD play.

To create this campaign, Novartis joined forces with two leading associations on this disease: the association DMLA and Retina France.

The campaign helped strengthen the bond between AMD patients and those that care for them. And it increased awareness and understanding of AMD among helpers, caregivers, and even the medical community.

39 million targeted impressions.

+ 473% visits to the AMD site.

78% engagement for the immersive experience.

To this day the photographs created by Ambroise Tézenas continue to be used by the French medical community.