Johnson & Johnson is kicking off a new vision campaign, teaming up with New York Times best-selling author Kate T. Parker to photograph patients from around the world and share their stories.
J&J made (PDF) $2.6 billion from sales of contact lenses and other vision products over the first half of the year. And, having grown sales by 7% on a reported basis over that period, the company is working to maintain its momentum through the fall, launching a back-to-school eye test campaign and following up with its new "Vision Made Possible" push.
Working with Parker, a photographer and author known for books such as "Strong Is the New Pretty," J&J will share the stories of patients with conditions including myopia, presbyopia and cataracts and the eye care professionals who treat them. Parker, who will remotely talk to, photograph and film participants, discussed her involvement in the project in a video to accompany the launch of the campaign.
“It hits really close to home for me. My youngest daughter Alice has had vision problems her whole life. She has amblyopia and she's also farsighted. Early intervention with Alice's vision has meant the world for Alice and for our family. As an active kid, she loves her contacts and that's what she wears day to day now. They just work the best for her lifestyle,” Parker said.
The Vision Made Possible campaign will share the stories and visuals captured by Parker across a range of channels. J&J also plans to work with social content creators, who will use their own channels to talk about their experiences with eye health.
J&J has rebooted its website in conjunction with the campaign, putting a large photo of Parker at the top of the site. Further down, the website displays Parker’s video and a carousel of animated images that starts with headshots of three young women. Clicking on the images brings up information about eye health such as facts about myopia and farsightedness.