17 Sep 2021
PRCA Awards nominations
Zookeeper Zoe, an innovative eye check storybook created by Red Consultancy for Boots Opticians, has been shortlisted for two Dadi Awards.
The Dadi's (The Drum Awards for the Digital Industries) is one of the biggest and most prestigious awards in the UK’s digital awards calendar. Zookeeper Zoe is shortlisted for Integrated Marketing Campaign Award and the Consumer Products or Services Website, App or Campaign Award.
A first for optical health, the free storybook was designed to allow parents to perform basic eye checks with their children. Available in digital and print formats, it aimed to address the low uptake of children’s eye checks (53% have never had an eye test).
Red was involved in all aspects of the project from idea conception and production through to media relations across traditional and social channels. Digital was at the heart of this project and Create, Red’s team of digital build experts, turned a great concept into reality. Talent from across our healthcare, consumer, social and creative services team then all pulled together to deliver masses of media coverage and significant social engagement.
And best of all, children’s appointments at Boots Opticians are currently up 10% year on year with an additional 20,000 children expected to have had an eye check by the end of 2016.
Results will be announced on 19th October 2016.