For the last three months, Optometry Australia has been calling on Australians to prioritise the eye health of the entire family, urging parents and caregivers to book their child in for an optometrist appointment via a myopia awareness campaign titled Off Screens, Outside, Optometrist (OOO).

The campaign was produced by SOCIETY STUDIOS, and created in response to the projections from a UNSW-led study that in fifteen years, half of Australians are predicted to have myopia.

Myopia, also known as short-sightedness, has been identified as an emerging epidemic and is a significant public health concern. The development of childhood myopia is influenced by various factors, however, prolonged screen time and insufficient exposure to natural daylight are leading causes.

The OOO campaign utilises a vocal sting, “Off Screens, Outside, Optometrist,” designed to become an ear worm in the minds of Aussies, and join the vernacular encouraging healthy behaviours that will help manage, reduce, or prevent myopia risk.

SOCIETY Creative + Purpose Director, Annike Morgan, said: “The goal of the OOO campaign creative was to tell a relevant story that would engage with Aussie parents and highlight the importance of keeping an eye on our children’s eye health. The visual elements of the campaign, including its animated lock up and audio sting, were produced with the aim of creating memorable impact driving simple actions to access optometry care and avoid vision loss.” 

With a portfolio that continues to grow, SOCIETY STUDIOS is managing the full production of creative campaigns, offering clients an end to end service from conception, strategy, brand development, content planning and production.

“Through campaigns like this and our recent Helping Hand campaign, we’re being guided by our SOCIETY STUDIOS Charter, ensuring an inclusive and considered production  that minimises our impact on the planet,” continued Annike Morgan.

The 30 second and 15 second creative can be seen on YouTube.

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