The Presbyopia by Acuvue

FleishmanHillard Fishburn

Every day up to 27 million people in the UK struggle to do the things they love due to the eye health condition, Presbyopia.

Our challenge was to encourage ‘Presbyopes-in-denial’ to book an eye test and consider ACUVUE contact lenses to correct the condition.

Our phased campaign culminated in an experiential pop-up restaurant that capitalised on the lack of awareness around the condition. ‘The Presbyopia’ by ACUVUE brought to life the experience of dining as a Presbyope. Dim lighting and blurred menus created an instant, meaningful connection for media and drove consumers to trial lenses.