An eye-opening campaign for vision health.

The newly opened UPMC Vision Institute is a state-of-the-art facility that harnesses the clinical and research expertise of some of the world’s top doctors, scientists, and engineers. Their goal is to improve the quality of life for people with impaired vision, from those who are blind to those with minor eye problems.

Although the UPMC Vision Institute was perceived as the place to turn to for the most serious vision issues, convincing patients that they should still want the top experts for more routine care proved to be more challenging. And for patients interested in refractive eye surgery, there was an added barrier. This surgery has been around for decades, and many saw it as a routine procedure that was the same no matter where a patient went for care. There was also years and years of competitor advertising for refractive eye surgery that has touted the well-known benefits of this procedure.

To help break through in a crowded space, we created social posts, ads, and posters that were clean and simple. We focused not just on what you gain with vision correction, but also on what you were able to lose in terms of inconvenience and unneeded accessories.

The campaign was one of the first to promote services at the UPMC Vision Institute and was seen and appreciated by patients and clinicians, not to mention award show judges who recognized this campaign for creative excellence.

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