Getting UV protection for eyes on the public radar
While people are now more savvy about the dangers of UV rays on the skin, awareness of the lasting and irreversible damage to unprotected eyes is still low.
To increase recognition of the issue and get people to ask their opticians about E-SPF levels on their specs (a UV protection index inspired by SPF for skin) - the campaign sought to engage with the public during the summer months to get a serious message across in a fun and memorable fashion.
Giant eye mascots – The Protectors – were dreamt up and developed to provide a focus for engagement and sent on tour to well-populated cities across the UK.
Accompanied by opticians, regional celebs and famous glasses wearer Eddie “The Eagle” Edwards, The Protectors secured public attention and column inches wherever they went – with highlights including the Manchester Evening News, Birmingham Mail and BBC radio Scotland
The Protectors live tweeted their progress throughout and a radio competition in Birmingham challenged locals to snap a selfie with The Protectors, boosting engagement on social media.
A partnership with the British Skin Foundation brought additional clout to the campaign, resulting in joint materials, such as wallet cards and a UV Protector Pack for parents and teachers. These, alongside an online UV risk-checker and survey data, helped ensure the campaign had national resonance t – with coverage seen in The Sun and online parenting titles Mother & Baby and Whatson4LittleOnes.
Alongside a total reach of 16.6mn from national and regional media hits, the campaign reached over 1.9 million through social media channels, resulting in increased traffic to the TAYE website, which housed an optician finder to help people locate their local independent optician to discuss E-SPF.