Sydney-based agency Messy has brought an innovative new health campaign to life for MyHealth1st’s eye care initiative, EyeHealth1st.
Look Deeper provides a digital experience that allows users to take a deeper look beneath the surface of the eyes to discover the asymptomatic eye diseases that only an optometrist can detect and prevent.
The campaign’s hero “Eyesberg” highlights the difference between what an individual sees versus what an optometrist sees, while its interactive elements guide users through for maximum effectiveness.
Messy creative director, Jason Yagan, who helped bring the concept to life, said the campaign has been built specifically to capture and maintain the attention of consumers who otherwise might not engage with such a message.
Yagan said: “It was important to find the right balance between a bold idea, a striking aesthetic, and a great user experience.
“And it’s the site’s simplicity and the metaphoric iceberg that makes the message so strong.
“It takes little explanation – people immediately understand the visual trope and this is emphasised by the clear facts and strong calls to action.”
Yagan added: “It was critical the interactive elements were simple to navigate so users of all ages could easily engage with the website and discover the content that’s so pertinent to them.”
1stGroup Ltd CEO and managing director, Klaus Bartosch is thrilled to have such an important campaign in-market: “This is such an innovative way to get Australians thinking about their eye health.
“So many people just don’t have eye disease on their radar, nor do they realise that there are serious eye diseases that present no early symptoms.
“It can be really difficult to convince people to get a health check when they have no symptoms or pain. This campaign directly addresses this challenge.”
He added: “Because, when it comes to eye disease, early intervention is essential for positive outcomes.”
Once users have explored lookdeeper.com.au, they’re prompted to find and book a local optometrist using the integrated EyeHealth1st.com booking tool. EyeHealth1st is Australia’s biggest online optometry booking platform.
The Look Deeper campaign is now live and will run across digital, social, out-of-home, print and experiential activations.
This is one of several major projects Messy has worked on for MyHealth1st.