Is there life in your old glasses?

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With more than 250 million people worldwide suffering from poor vision, the OneSight Foundation – a global community initiative supported by Luxottica Group – is launching an integrated campaign led by TV to raise awareness of the issue, and to encourage Australians to donate their old glasses to help people across the globe.

The campaign, developed by BMF, saw a small team travel to Ecuador with SBS video-journalist, David O’Shea to take part in one of the many OneSight clinics around the world.

The team captured the joy of people being able to see for the first time, courtesy of old pairs of glasses that have been donated.

The tagline “There is life in your old glasses” aims to encourage people to bring in their old glasses to OPSM, where they will be collected and recycled by OneSight and distributed to countries around the world.

“Marketing and advertising does not have to be too complicated. The campaign is all about a simple action anyone with old glasses can take, and the joy it can bring, captured simply on film,” says Dylan Taylor, BMF Creative Director, Direct.

“This is a fantastic opportunity to raise awareness of people who do not have even basic eye care.  Supporting programmes like OneSight is part of OPSM’s philosophy to provide the best possible eye care,” says Vanessa Knight, OPSM Marketing Director.

Media has been driven by Carat Australia and New Zealand to help deliver vehicles in which there was an emotional connection through the customer journey.  The activity was placed in moments when people are using their eyes through contemplation, leisure and alone time.  The behaviours that were sought for the customer were to drive awareness and urgency of the campaign and then to persuade and remind them.

One Green Bean has managed the media relations for this campaign in Australia, and the New Zealand campaign was managed by Pead PR.

Campaign elements developed by BMF include 2 x 30″ OneSight TVC’s which break on Sunday 27th September, along with press, radio, live reads, in store POS, a campaign Microsite, campaign blog and free outdoor movie screenings.

  

Executive Creative Director : Warren Brown

Executive Planning Director: Jeremy Nicholas

Creative Director, Direct: Dylan Taylor

Creative Director: Simon Langley

Digital Creative Director: Fred Haas

Strategic Planner: Thomasine Burnap

Art Director: Sian Binder

Copywriter: Lucy Smith

Account Management: Sasha Firth, Bec Morton, Zoe Marsh

Agency TV Production: Christina Wilmot

Digital Production: Josh Akmens

Print Production: Alex Macarthur

Promotions & Activations: Kate Savage, Andy Wise

DoP: David O’Shea

Editor: Gaby Muir

Sound Design: Nylon Studios

Media Planning & Buying: Carat – Paul Ulbricht, Andrew Heiniger, Jonathon Allen

Client: OPSM – Vanessa Knight, Leanne Greentree, Gina De George

Post Production: MRPPP