Good eyesight is critical to the learning and development of children. The problem was almost 50% of Australian parents had never taken their child for an eye test. When they did, the children did not like the experience. The task was to find a more convenient way for parents to get their children’s eye health checked, which was also enjoyable for the child.
OPSM saw a sustained uplift in children’s eye tests of 22.6% YOY, and sales of children’s eyewear was up 22.4%. The objective of the original test was to reach 1,200 kids with 400 books. By encouraging mums to pass the book on to another family, 2,500 children were reached within four months. The campaign increased brand appeal and led to a further 300,000 copies of the book being printed and distributed for free across Australia and New Zealand. And the app got to be the No.1 health app in the App Store.
‘Penny the Pirate’ was a first, a storybook and app which was also a medical tool. The story followed a girl as she tried to become captain of the Mighty Pickle. Working with author/illustrator Kevin Waldron and in consultation with the Department of Optometry and Vision Sciences at the University of Melbourne, clinical eye tests were hidden in the pages. When a mother read with her child, there were simple screening exercises throughout the story. All she had to do was upload the results to determine if her child needed a full eye test.