07 Aug 2017
Community Shield Curtain Raiser
An innovative eye check storybook created by Red Consultancy for Boots Opticians has been shortlisted for two PR Week Awards.
Zookeeper Zoe is in the running for the Most Innovative Use of Social & Digital Media Award as well as the Healthcare (Ethical & OTC Consumer) 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 to book design, digital build and media relations across traditional and social channels.
Talent from across our healthcare, consumer, social, digital and creative services teams all pulled together to ensure a successful project which not only delivered masses of media coverage and significant social engagement, but also a rise in children’s appointments at Boots Opticians. Appointments 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 18th October 2016.