Acuvue Abiliti
THE ASK
Strategy & Campaign Execution
Johnson & Johnson Vision reached out to The Mixx/Titanium Worldwide to help the company begin to establish Johnson and Johnson Vision as the thought-leaders in myopia management, focused on changing the trajectory of myopia with an evidence-based, purpose-driven approach.
Our focus has been to prepare the launch of an unbranded myopia campaign intended to drive awareness and action amongst Eye Care Professional (ECPs) and parents to drive engagement and set the foundation for a successful Abiliti portfolio launch, starting with Ortho-K.
Our team is currently working on new AbilitiTM products in development for a 2022 launch.
Our Platform
The team developed messaging targeting both ECPs and parents for two separate campaigns. We created an unbranded and branded campaign to communicate the following:
Our children’s eye health today makes a difference for their future and understanding the causes and effects of myopia in children is important to long-term eye health
AbilitiTM empowers parents to take charge of myopia so that children can see their future
Our Solution
Developed the two campaigns using our “lock and key” approach
The lock is an unbranded awareness campaign that sets up the myopia disease state and creates a movement that gets people to care
The key is a branded campaign that presents AbilitiTM as the solution to the disease and provides a resolution that people get behind
Bringing it all together.
We have developed support materials for each campaign, including print, digital, video and collateral:
Brand Guidelines
Eight PPT presentations for internal/external use with ECPs
Brochures
Print Ads
Digital Banner Ads
Website Design & Development
Email/Social
Two videos
