THE CHALLENGE

The purchase of lenses (contacts or glasses) online is growing in popularity in Quebec. But poor fitting lenses and lack of care by an optometrist can lead to discomfort, blurred vision and more serious consequences like corneal ulcers, irritation or even blindness. So communicating these risks to people who intend to buy lenses online is very important.

THE PRODUCT

The primary mission of The ordre des optométristes du Québec (Order of Quebec Optometrists) is to protect the public by ensuring rules applicable to optometry in Quebec are followed by optometrists and other industry stakeholders, and to ensure promotion of healthy habits among the general public.

THE OBJECTIVE

• Educate young adults about the risks and disadvantages of purchasing contact lenses on the internet
• Demonstrate the importance of proper monitoring of eye health, particularly when buying contact lenses online

THE TARGET

Current users of online lens services (early adopters):

• Represent 5% to 10% of contact lens wearers
• Are primarily male
• Are aged 18 to 35

THE RESULT

• 8,654,396 banner impressions
• 16,995 with an average interaction time of 1:15 minutes
  (an interaction rate of 19.6%)
• 6,071 click-througs to the website (a rate of 0.07% click-throughs)