As 45 per cent of the contact lens population has an astigmatism of 0.75D or above and would benefit from astigmatic contact lenses1 there also will be a specific focus on consumers with astigmatism.The theme of the campaign entitled “Get Closer” is based on the consumer insight that contact lenses allow wearers to be their authentic selves for deeper connections with their friends. The key message features “1•DAY ACUVUE MOIST contact lenses lets you be at your best to connect more with your friends”.
1. Principles and practice of correcting astigmatism with soft contact lenses. Holden BA. Aust J Optom 58; 1975; 58; n=358.