CLIENTAlcon
Being diagnosed with cataracts often leads patients to feel resigned to old age, typically opting for basic monofocal lenses that may still require glasses for near and intermediate distances.
However, Alcon's Vivity extended vision lenses offer a superior alternative, providing excellent distance, intermediate, and functional near vision, thereby reducing dependency on glasses.
The challenge was to shift patient perception and encourage consideration of the advanced Vivity lenses over traditional monofocal options.
Patients needed to be made aware of the enhanced quality of life Vivity lenses could offer, reigniting their zest for life post-surgery
Iris developed a direct-to-patient campaign showcasing activities that would be difficult before cataract surgery, such as painting or navigating a mountain path.
The campaign captured the renewed joy of life with Vivity lenses through vibrant visuals and emotionally driven words. This approach resonated with the audience across digital, social, and print media.
The campaign was co-created with key stakeholders and media partners globally, ensuring a comprehensive and effective strategy.
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