A massive AU$1.5 million campaign has been launched by Essilor to promote CrizalUV Cancer Council lenses and direct consumers to their nearest optometrist.
The campaign includes television advertorials supported by 30 second television commercials that will run from late September until the end of November on Channel Seven’s Morning Show and the Daily Edition.
Robyn Wren, Marketing Director at Essilor said the advertorials combined with advertising, will educate consumers, particularly those in the 45+ age group who have not had their eyes tested in the past two years. “We’re re-shaping Australian consumers’ perceptions of what prescription eyewear should be. We’re moving their understanding away from ‘as cheap as possible’ and repositioning it as an important quality of life, health care and lifestyle purchase decision,” she said.
Essilor is contributing funds to Cancer Council from the sale of every CrizalUV Cancer Council lens prescribed, to be reinvested in cancer research, the provision of cancer support services, and the development and delivery of cancer prevention and educational campaigns.
Essilor has established a Facebook page (www.facebook.com/CrizalUV/info) and a website which promotes CrizalUV lenses. The website has a ‘find my optometrist’ function. Visit www.crizaluv.com.au/find-an-optometrist
