PEARLE
VISION
UV
Protection for Kids
 When
Pearle Vision, the nation's largest optical retailer, planned to
introduce its new line of prescription lenses for children, the
challenge was to create an effective launch campaign when the only
new thing about the product was its catchy name — kidSAFE.
Capitalizing on a barely-mentioned lens feature, the answer was
to transform what could have been a run-of-the-mill product story
into a major new national health issue — the effects of ultraviolet
(UV) radiation on young eyes.
The
"UV Protection for Kids" campaign positioned Pearle as
a champion of children's eye health with a national public awareness/service
program comprised of a consumer survey, partnership with Prevent
Blindness America, free in-store UV screening program launch, Pearle's
corporate commitment to children with the announcement of "National
Sight Saving Month," and finally, a cause-related marketing
effort on behalf of New Eyes for the Needy, one of the country's
oldest non-profit vision organizations.
In
addition to increasing product sales 1,000 percent, the campaign
generated more than 150 million media impressions in outlets including
Family Circle, Parents, Child, New York Daily News, Atlanta Constitution
and CNN Radio Network.
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