EYE DOCTORS INTRODUCE FIRST-EVER PAID MEDIA CAMPAIGN
By Adnews Staff
Ellis Teichman Communications of Toronto will launch the first paid media campaign for the Ontario Association of Optometrists in the fall. The campaign will use radio and print ads to encourage parents to send their kids to the eye doctor, and to tell people over the age of 40 that they need an eye check-up. The headlines used in the ads include "Your 40-year, 2 million km warranty is up. time to get your eyes serviced." "You're not older, you're wiser. Now prove it," and "Open wide and say ahh... It wouldn't hurt your kid to see the eye doctor." The paid advertising is supported by public service announcements and is part of an annual School Library Fund targeting grade four students, parent and educators. The budget for the three-year campaign is $525,000.