With nearly 90% of China’s youth suffering from myopia, or near-sightedness, to say that the Red Dragon of Asia has a sight problem would be an understatement.
Even with such dire statistics, eyecare is not very high on the list of priorities for most Chinese parents. Many believe that macular-related issues can be addressed later in life, not realising that this will affect their children’s growth and development.
“At J&J Vision, we believe that sight matters. We believe we can help enhance sight for life and stop preventable vision loss from myopia through early interception. We know that 80% of what we learn is through our eyes – it’s how we experience the world. Whilst more than 50% of the world population needs vision correction, yet only 10% are treated today. We want to play our part in correcting this through early vision screening amongst underprivileged children by partnering with Sight for Kids & Edelman,” said Nikhil Tivary, Chief Marketing Officer APAC, J&J, Johnson & Johnson Vision.
The Edelman teams led an integrated campaign ‘Help Children See’ which was launched National Eye Care Day in China. It aims to bring China’s myopia epidemic to light and to help each child live up to the vision of potential embodied by their names; albeit, with a twist. When they name their children, Chinese parents attach visions, hopes and aspirations of desired futures to their names.
Edelman teams across Singapore and Shanghai leveraged this insight leading with a film titled “The Boy Who Is Afraid Of The Outside”. Centered around a young boy named Yong Jie, whose names means being brave and outstanding, the film tells the tale of his fear in leaving his house and the struggle to live up to the vision behind his name due to poor eyesight. Video content, QQ games, web banners, experiential and posters were also created as part of the integrated campaign, and have already garnered 1.5 million donations within the first few hours of launch.
“Partnering with such purpose driven and ambitious clients was a fantastic experience for the teams. This earned-centric work &early results are proof that attention & trust need to be earned – not paid. We look forward to building on this momentum for such an important initiative and a great brand,” said Aaron Phua, Executive Creative Director at Edelman.
Chief Strategy Officer: Remona Duquesne
Business Directors: Hitesh Mehta, Jackie Xu, Celevel Butler
Account Managers: Cara Foong, Amanda Colaco
Executive Creative Director: Aaron Phua
Creatives: Aaron Phua, Cameron Ng, Eslyn Heng
Production Company: The Pandemic Story
Director: Jason Lee Kah Giap
Executive Producer: Wong Ay Wei
Line Producer: Lee Ser Ping
Director of Photography: Liu Ming Hao
Production Manager: Zhang Ye
1st Asst. Director: Zhu Yi Qian
Art Director: Zhang Zhi Tian
Casting Director: Sun Yi Tong
Stylist: Eleven Tu Ying
Post Production (Offline): Shanghai Attic Advertising
Post Production (TV & Online): Bottles Post Production
Offline Editor: Ng Kok Keat
Online Editor: H’ng Choon Kuang
Post Producers: Iris Zhang, Zhang Ting Yu
Recording Studio: Hush Studio
Audio Producer: Lyu Xiao Qing
Client: Johnson & Johnson Vision
Chief Marketing Officer (APAC): Nikhil Tivary
Global Brand Marketing (APAC): Yvonne Wong
Chief Marketing Officer (China): Fannie Chung
Marketing Manager (China): Eiffel Luan