Optometry’s message hits the big screen

By Ashleigh McMillan
Journalist

Optometry Australia’s Good vision for life consumer campaign moves into cinemas today for a three-week test period over the July school holidays.

The campaign, which comprises activities including radio advertisements, television advertorial, search engine optimisation and PR, continues to gain momentum and reach after a successful launch into the Australian marketplace last September. 

Two campaign advertisements, the Amazing Camera and One in Five, will screen before a wide selection of films which are contextually appropriate for the target audience. The One in Five video is focused on children’s vision, so will generally be played before children’s movies, while the Amazing Camera video will be played before all other films. 

The cinema campaign is an estimated to reach 650,000 people, including 115,000 grocery buyers with children. The videos were showcased in June as part of the Sydney Film Festival, which featured 295 films from 59 countries and hosted 37 world premieres.

The festival hosted talks from actors including Vanessa Redgrave and Ben Mendelsohn, with the Good vision for life advertisements shown repeatedly on the big screen in Sydney’s Pitt Street Mall as part of the festival. 

Members who were early subscribers to the MyHealth1st online appointment booking service received the benefit of free advertising packages under the Good vision for life banner, to help boost individual practices’ Google rankings and drive consumers to ‘book now’ via the Find an Optometrist search function on www.goodvisionforlife.com.au.

These packages are closing as we reach the end of the financial year. Optometry Australia will provide participating members with reports on results generated.