Multiópticas

Screen Pollution.

Challenge

Multiópticas challenged us to strengthen its strategic position in the eye health sector using a powerful idea that would build brand conversation. We’ve heard people talk about the negative effects of air pollution, light pollution and even noise pollution, but what if we looked at a different kind of pollution? We spend 60% of our time looking at screens nowadays and this has a negative impact on the health of our eyes.

Screen Pollution is a new concept based on an integrated campaign aimed at raising awareness about an increasingly more common habit that affects our lives: irresponsible screen use. To achieve this objective, the strategy was divided into several stages: Firstly, we examined the problem through a quantitative study that would produce alarming and relevant evidence capable of generating media and social conversation about the issue. These data would also provide a central theme for the entire campaign and legitimize subsequent actions. The second step was to establish the new concept, “Screen Pollution”, and raise public awareness about it. Bearing in mind that consumers are usually reluctant to receive advertising messages and conventional commercial communication channels, and given that competitors in the sector usually opt for highly traditional means of communication about their offers and fashion, the strategy consisted of breaking those norms in an advertising campaign that included a graphical and digital advert to highlight the large number of hours we spend in front of screens. Thirdly, Multiópticas needed to demonstrate it was a brand capable of offering solutions to the problem, switching from storytelling to storydoing and bringing genuine value to promote the responsible use of screens. To do so, we worked with eye health experts to spread information and advice via a landing page, and organized training workshops for school children. Finally, to keep the conversation going over Christmas, we conducted another study to see the correlation between Christmas presents bought for young children and screens.

Impact.

Screen Pollution achieved more than 260 impacts, two million euros in EAV, over 50 million impressions, a total impacted audience of 65 million and over four million views of the campaign in online media. The sale of blue filter rose by 78% in 2019.

"At Multiópticas, we saw a clear need in the area of visual health, which challenged us to raise awareness of it in society. Screen Pollution has meant a paradigm shift in Multiópticas' communications. The key to our success has been converting this new line of communication into a publicity campaign that goes far beyond the field of pure PR. This was challenging, because no brand in the industry had ever done it before"

Javier Sánchez Ciudad
Director of Marketing at Multiópticas

Challenges.

Related cases

Cámara Paraguaya de la Carne (CPC)
Cámara Paraguaya de la Carne (CPC)
Case
IDEAS
7 Jan 2021

Martech: Information technology in marketing

The opening argument of this article – which is that digital transformation does not revolve around technology – may cause some surprise. However, it is our belief that the...
22 Dec 2020

The New Pillars of Infrastructure Communications

Years ago, infrastructure was a frequent topic of political debate across all developing countries, particularly in Latin America. Discussions about the sector’s role have ...
17 Dec 2020

A New Leadership Paradigm: The activist CEO

Dominic Barton, former CEO of McKinsey, tells us the anecdote about a president of an engineering firm who spent 60 percent of his time debating leadership questions and talk...
10 Dec 2020

Sustainable Health Systems: Can pharmaceutical companies ...

This is a key moment for health systems and opportunity for pharmaceutical companies       In an ideal world, the right to health is a key value. In many c...

We want to collaborate with you

Do you have a challenge?

Would you like to join our team?

Do you want us to speak at your next event?