The Campaign

Since our ultimate goal was to increase the public understanding of macular degeneration, in order to effectively communicate with the public, we took an innovative approach by transforming the serious health issue into an interactive campaign that horrified the audience by visualizing and exaggerating MD symptoms of “the black spots in central vision”. Thus, we chose Oct. 12, 2017, the World Sight Day, a meaningful day to advocate on eye health to launch a “Mysterious Black Spots” omni-channel campaign, and it brought the patient experience to feel resonated and soon draw the public attention to macular degeneration.

Creative Execution

1. True Experience: We launched a series of omni-channel events on World Sight Day in collaboration with 28 recognized brands by replacing their websites, apps, FB pages with our “Mysterious Black Spots” pages. The campaign allowed the public to experience the symptoms ended up a tremendous buzz and rise curiosity to the disease. 2. Patient Testimony: Based on a patient testimony, we adapted the narratives of a 22-year-old girl to depict the consequence of MD, and rising stroke incidence in younger age, hoping the public would feel resonated and share video to warn loved ones. The video soon went viral and raised the public attention. 3. Emotional Appeal: we visited primary schools to introduce eye-care knowledge and found unexpected “Lobbyists”. We recorded children’s responses when told if their parents were blind. As parents were susceptible to emotional appeals, we evoked emotions of empathy and increased their awareness of eye care.

Our CSR campaign had driven trans-formative social impact over online platforms, government, schools, and health-care centers. As a result, “Mysterious Black Spots” campaign had reached over 10 million people and “macular degeneration” had hit its highest search volume on Google Trends over past 10 years. Moreover, we reached 79% of nationwide brand awareness whereas our CSR awareness had a great leap from 6% to 21%. As a consequence, Legislators Hsiu-Hsias, Chou Chen and Pao-Ching, Cheng also advocated MD to be made a compulsory part of labor health check in Taiwan. - Honors: > Won “Silver Prize” in Public Education Category, PR Awards Asia 2018. > Won the “Most Popular CSR Campaign in Health Care” Category from Daily View, an authoritative Taiwan-based social media analytics platform 2 years in a row. > Won the “Most Popular Slogan of 2017” from Brain Magazine, a leading marketing and advertising media in Taiwan.

After our 1st year of introducing macular degeneration to local community in a less serious way to raise basic understanding of this social issue, in 2017, we then focused on enhancing public awareness of the symptoms (black spots at the central vision and irreversible damage) and the rising stroke incidence in the society, especially the Millennials. We conveyed that even people in their 20s could suffer from MD, so everybody should be cautious and take care of their eyes. We adopted an omni-channel communication strategy to maximize the social impact, we not only leveraged all our brand resources, including our owned media, official website, mobile application, and Facebook fanpage, retail stores, and customer care personnel , but also to do a co-marketing with our strategic partners to ensure the message was well-received to the audience.