LONDON — Interpublic Group (IPG) agencies Golin and Virgo Health have won a two-way competitive pitch to support CooperVision, one of the world's largest manufacturers of contact lenses, with a behaviour change campaign to raise consumer awareness of myopia (short-sightedness) in children.

The agencies worked together to respond to CooperVision’s brief, combining consumer communications, healthcare and paid media to come up with an earned-first creative idea to increase enquiries about how to look after short-sightedness in children in the UK. The team also delivered an above-the-line brand identity and digital advertising plan for the company’s Brilliant Futures with MiSight 1 day contact lenses, which have been shown to slow the progression of myopia.

Golin and Virgo Health will lead earned strategy, creative, consumer public relations and influencer engagement. Virgo Health will also work with eye care practitioners to raise awareness of the campaign and further increase discussions about myopia management.

By 2050, 50% of the global population will develop myopia, but it is manageable. CooperVision’s director of marketing and national accounts Mark Draper said: “CooperVision is committed to helping people around the world see better every day. Traditional vision correction can help children see clearly, but it can’t help to slow the progression of their myopia. That’s why we’re so proud of Brilliant Futures with MiSight 1 day and the impact it can have on improving children’s lives and helping them achieve their future ambitions.

“The IPG team completely understood our purpose and primary ambition to increase awareness of myopia resulting in a change in behaviour. They impressed us with a fantastic pitch and killer creative concept, coupled with a smart and well-considered approach to rolling out our campaign.”

Golin and Virgo Health consumer health lead Natasha Weeks added: “The CooperVision brief is the kind that truly energised and excited our team. It hit our sweet spot of hard-hitting health combined with culturally-relevant consumer creativity, and we loved unpicking the insights and triggers that will ensure parents take action. At a time when maintaining public health is so essential, the whole team is passionate about the difference we can make with CooperVision.”