Boots Opticians: Zookeeper Zoe

We worked with Boots Opticians to address the low uptake of children's eye checks (53% have never had an eye test) and help parents identify if their child was amongst the one million children in the UK with an undiagnosed eyesight issue.

Young children often don’t realise they’re not seeing properly and it’s hard for parents to spot so our award-wining Zookeeper Zoe 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.

Hundreds of thousands of parents visited or picked up a copy of the book with thousands going onto to book appointments for their children at Boots Opticians.

The campaign has received the following accolades:

  • Winner - Integrated Communications Campaign of the Year - PRMoment Awards
  • Winner - Healthcare /Pharma Campaign of the Year - PRMoment Awards
  • Highly Commended - Healthcare Award - PR Week Awards 
  • Commendation - Digital & New Media Award - The Drum DADI Awards 
Rebecca Fergusson

Rebecca Fergusson

MD - Red Health

Rebecca specialises in consumer and ethical health PR.

She navigates a highly regulated communications environment to deliver award-winning campaigns that have a tangible business impact, get people talking and change behaviour for a diverse range of consumer brand, pharmaceutical and public sector clients.