Thought leaders in myopia, J+J Vision created a management portfolio of solutions to help change the trajectory of the disease that has grown into an epidemic. The result: the ACUVUE Abiliti.

Our launch utilized a lock and key approach. The “lock” — KIDS MOVE FAST. MYOPIA DOES, TOO. — was a disease state awareness campaign, educating Eye Care Providers (ECPs) and parents about the risks of myopia. Then, J+J offered the “key” — UNSTOPPABLE — an Abiliti-branded solution empowering both parents and ECPs to take charge of myopia through their multi-faceted program. The campaign features children leaping off a colorful path to a future free from the threat to eye health. Both campaigns launched simultaneously, sharing colors and graphic elements to tie them together. We developed assets for internal and external use in web, print, social, retail and experiential global markets, including translations. We created messaging guidelines for both ECPs and parents, and created detailed brand guidelines for both campaigns to ensure consistency in brand development around the world.