Thought leaders in the disease, J+J Vision envisioned unveiling a myopia management portfolio of solutions to change the trajectory of the disease — ACUVUE Abiliti. Our launch utilized a lock and key approach. First, we built the “lock,” a disease state awareness campaign targeting Eye Care Providers (ECPs) and parents with ‘Kids Move Fast. Myopia Does, Too.’ Then, we offered the “key,” an Abiliti branded campaign, ‘Unstoppable,’ as the only solution with a multi-faceted program empowering both parents and ECPs to take charge of myopia. The Abiliti campaign features children able to see their futures, leaping off of a bright path to freedom from the threat to their long-term 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. Now FDA approved, Abiliti has only grown in adoption.