• by OMMA Magazine Writers , September 15, 2009

Through a social marketing initiative, Accuvue reached 13- to 24-year-old females who had astigmatism (a vision issue that often can't be corrected with contact lenses) by creating the fictional research institute, CLEAR (Contact Lens Enabled Astigmatism Research) that, despite the fact it was fictional, highlighted real-world ways to improve sight. Via Facebook outreach (including a retro-styled page and a application to share with friends), media banner advertising, and a free-trial offer to encourage conversion, the company told its story in an engaging and memorable format that resonated with its target. 

Rosetta: Dave Milahovic, Creative Director; Jeff Mickolas, Art Director; Colleen Swift, Senior Copywriter; Mike Kabok, Senior Designer; Patrick Fulmer, Designer; Judy Lewis, Copy Editor; Shai Richert, Interface Development Manager; Chasz Rainsford, Interface Developer; Martin Schmidt, Interface Development Manager; Patricia Cortese, Studio Manager; Ashante James, Account Manager; Jane Krymsky, Director.