06 Jul 2020
Better LGBTQ+ ad representation needed
An innovative eye check storybook created by Red Consultancy for Boots Opticians has been shortlisted at this year's AMEC Awards.
Organised by the International Association for Measurement and Evaluation of Communication, the awards recognise and celebrate exceptional work and accomplishments in putting research, measurement and analytics on the agenda. Zookeeper Zoe is in the running for the Most Effective Consumer PR Campaign Award.
Zookeeper Zoe is an interactive storybook designed to allow parents to perform basic eye checks. Young children often don’t realise they’re not seeing properly and it’s hard for parents to spot so the storybook with its built-in eye checks was the perfect tool to address the problem – interactive, engaging and fun for parent and child.
The storybook was available in both digital and print formats and whilst conceived as PR, the campaign was extended through advertising, digital and in-store channels. Red was involved in all aspects of the project including creating the book, building the digital assets and running a full media relations programme across traditional and social channels. The campaign not only delivered masses of media coverage and significant social engagement, but also a rise in children’s appointments at Boots Opticians.
Fingers crossed for the results on Wednesday 17th May.