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JJV launches presbyopia campaign

The contact lens company’s new adverts will highlight the everyday struggles associated with the condition

15 Mar 2018 by Andrew McClean

Johnson & Johnson Vision (JJV) has launched a new consumer marketing campaign that is designed to raise awareness of presbyopia.

The campaign launch follows research conducted on behalf of the contact lens company in February that surveyed 2000 respondents aged 45 or over.

It found that 76% have difficulty reading small print and around half of respondents had problems with their vision in low or dim light.

JJV explained that the survey results mean that millions of people are missing out on multifocal contact lenses, which it described as “a potentially life-changing solution” for presbyopic patients.

The company’s UK marketing director, Ross Campbell, said: “After 2017’s success, this year’s campaign is an important next step in JJV’s strategy to educate and inform people about presbyopia and show that there’s a simple and effective solution that fits with modern lifestyles – 1-Day Acuvue Moist Multifocal contact lenses, which allow you to see clearly near, far and in between.”

An advertising campaign will run across digital, print and search platforms, and will highlight the everyday struggles of living with presbyopia.

“Our new campaign centres on the observation that people experiencing presbyopia often resort to ‘long-arming’ in an attempt to bring things into focus, such as restaurant menus, or their smartphones. These new ads depict this in a humorous but sympathetic way and show that people no longer need to suffer ‘long-arm syndrome’,” Mr Campbell shared.

Radio and TV presenter, Sara Cox, who is presbyopic, returns as JJV’s brand ambassador and will provide voiceovers for the advertising campaign.

JJV said that it hopes the campaign will motivate presbyopic patients to speak to their optometrist about trialling the contact lenses, and lead to an increase in footfall for practitioners.    

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