Winner: Silver Rx Award

This campaign targeted schools and school teachers and was launched by OAA to help promote the early detection of vision problems in children, so that they could go on to reach their full potential. In this concept the headline and visual work strongly together to get this important message across.

There is an element of humour/irony with regards to how close to the chalkboard this student needs to be to read the key message of 'good vision'. The headline then expands on the problem with a double entendre — one in four students just don't have good vision (as stated in the supporting study), but the term 'doesn't have it' is also a statement that may be made about a student with limited learning capacity — which in turn, prompts the viewer to think that maybe it is the student's vision that is affecting the students capacity to learn!

The campaign ran for a number of years in school magazines, posters and other press advertising and was also supported by a direct mail campaign with competitions and incentives for schools and students who ordered materials and participated in the program.