The Campaign

With the aim of rapidly diagnosing and treating age-related macular degeneration (AMD), a little-known but leading cause of blindness, we conducted a campaign targeted at men aged over 60. One problem was the difficulty of detecting AMD occurring in only one eye. The campaign strategy used creative that promoted self-check for each eye individually and constructed a flow where patients would see the advertisement, go to the website, search for a treatment facility, and receive an examination. Even for targets aged over 60, we created a groundbreaking model for effectively leading them from the dedicated website to the examination room.

Success of the Campaign

We achieved our target in the number of new AMD patients obtained through the campaign. Also, the number of Lucentis prescriptions reached a new high in many treatment facilities. Judging that the campaign had been cost effective, we continued the campaign in the fall of 2012. Reaction of physicians: The campaign to have patients self-check each eye individually not only promoted the rapid detection and treatment of AMD, but also contributed to the detection of other serious diseases. It received extremely high marks for high social significance leading to the improvement of quality of life in AMD patients.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Encouraging the self-check of each eye is essential for detecting symptoms of AMD, so this campaign is aimed at manifesting a desire to check yourself rather than simply promoting a sense of fear. In addition, we hope to improve the QOL amount senior adults to ensure that they can enjoy their hobbies, such as art viewing. To achieve this, we developed a high-impact creative using the famous Mona Lisa depicted as covering one of her eyes to mimic the self-check. With the success of the campaign in fall 2011, the campaign was extended to spring 2012 using additional mass media.