Specsavers has come up with a social-first campaign to help children overcome their fear of having their eyes tested. The UK-based optician partnered with Tangerine Communications for the campaign titled ‘Optomonsters’.
It aims to educate parents about the importance of getting their children’s eye health evaluated regularly. Optomonsters is a 2-minute social video in which children’s illustrator Melanie Williamson encourages kids to draw their own optomonsters in an effort to overcome their fears.
Lisa Hale, Head of Brand Activations, PR, and Social at Specsavers, said becoming the brand of choice for parents goes beyond entertainment and education. “It’s about showing empathy and understanding,” she said. “Our research uncovered key barriers that make eye tests daunting for kids, and the ‘Optomonsters’ campaign addresses these challenges in a creative and relatable way.”
Mary Harding, Tangerine Communications co-CEO, said it’s imperative to focus on what brands need to stay relevant, today and in the future. “Gen Alpha is a crucial audience, and it’s fantastic to work with a forward-thinking brand like Specsavers that recognizes that,” she said. “This campaign sets the stage for the future while engaging audiences in the here and now.”
Optomonsters campaign will be highlighted online and offline, with bespoke social media content, appointment walk-throughs, experiential eyes tests, and influencer partnerships.
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