New Year & Back To School Campaigns

Launching the new evolution of ProVision Campaigns.

The year 2020 is a unique opportunity to raise consumer awareness around eye health and vision. In your Quarter 1 campaigns next year, we leverage the 20/20 focus and pair it with ProVision exclusive photography featuring Influencer of the Year, Adele Barbaro @The Real Mumma.

Click Here to Register By Wednesday December 4

Why Adele Barbaro?

Adele Barbaro appeals to both a Generation X and Millennial woman and mother, a rarity in this space. This will become of increasing importance over the next few years for ProVision as we will see a shift from the Generation X mother to Millennial mother, particularly in the case of children’s eye health messaging. This will first be seen in the Back to School campaign where we are appealing to a mother with a child who is about to start school. These women are typically a little younger, around 36 years of age.

Adele has a very engaged audience and she is known primarily for ‘being real’. She has previously supported a ProVision campaign earlier this year, which drove strong traffic to the ProVision consumer website.

Our Gen X woman is looking forward to a new decade – she’s optimistic about the future and she’s reviewing her priorities for the year ahead. Our featured influencer, Adele Barbaro, is typical of our target profile, in that she’ll often put her own needs behind those of her family. Yet, she’s been noticing some changes in her vision and experienced related symptoms. Only by prioritising a trip to the optometrist for a thorough eye exam did she realise just how precious her eyes are and she’s committed to looking after them. This campaign seeks to encourage women like Adele to start taking care of their sight and those she cares for in her role as family CEO in the year 20/20.

Creative Execution

Exclusive ProVision photography featuring 2019 Influencer of the Year, Adele Barbaro @The Real Mumma. Select from two creative options above featuring Furla (green) and Sass & Bide (blue) eyewear. Brands won’t be made visible, so don’t worry if you’re not a stockist!

Gen X mums’ #1 concern is the health and wellbeing of her children. This campaign aims to educate mums that childrens’ vision should be tested regularly to monitor their vision development. Featuring Adele and her son Harvey, who recently underwent his first eye exam, we ask Gen X & Y mums (as their children are starting school) to add an eye test to their back to school checklist. Adele will also be posting to her community the same message from mid January.

Creative Execution

Exclusive ProVision photography featuring 2019 Influencer of the Year, Adele Barbaro @The Real Mumma and her son Harvey. Select from the two creative options above.

CooperVision Draw to Win Competition

CooperVision are proudly supporting practices through January and February 2020 with a ProVision exclusive promotion to ADD onto your Back to School Campaign. The aim of the promotion is to drive new patients to participating practices through a drawing competition for primary school aged children. This offers your practice the opportunity to communicate to their parents the importance of regular eye examinations for children.

Children 13 and under will be invited to enter the promotion by completing a drawing of “Your favourite thing you’ve seen on holidays so far” and submit the entry via their local participating practice. Winners will receive a redeemable voucher for a Stuck on You Personalized Bento Box. Each prize is valued at $41.25. There will be 10 winners per practice, and practices will decide the winners in their store, allowing another point of contact with the parents of prospective patients.

You will need to opt into the Competition to participate through the ProVision campaign registration link below.

What You Receive

Participating practices will be provided access to the following materials at no charge:

10x Stuck on You Mini Bento Box vouchers (for prizes)
Point of sale promotional banner (see above)
Point of sale counter card
Draw to Win entry forms for the promotion
Consumer brochures explaining Myopia and reinforcing the importance of regular eye examinations for children
Social media and direct marketing support

More Information?

Read more about the Draw to Win Promotion HERE.

CooperVision is supporting this initiative as part of their ongoing commitment to Myopia management and driving practice growth.