CAMPAIGN FAQs (May – July 2020)
Driver Safety Campaign Why the focus on Driver Safety? ProVision’s marketing team liaises with the ProVision Board, ProVision’s Professional Services Committee (headed by NSW Director Rowena Beckenham) and Supplier Partners to build a relevant marketing campaign calendar each year. It was agreed that the Driver Safety opportunity had great relevance to a high percentage of the presbyopic public and would be a message supported by most ProVision practices. It is also a differentiating campaign in the marketplace, supports your positioning as clinical experts and extends upon the 2018 Driver Safety campaign (Eye test before you crash test). Why Night Driving specifically? By around the age of fifty, natural ageing of the eyes can cause vision challenges at night including increased light sensitivity to oncoming headlights (blinding glare), compromised depth perception (difficulty judging distances), and blurred vision (more pronounced refractive error from the pupil dilating). Optometry Australia’s 2020 Vision Index reveals that right now, 1 in 5 Australian drivers (22%) are squinting to see better at night – a tell-tale sign that night vision is impaired. Who is the key target? This campaign targets men and women in their early fifties (older Gen Xers extending to young Baby Boomers). It is around this age that night vision impairment becomes more noticeable. This campaign aims to educate this group and others feeling ‘blinded by the night’ that the symptoms described above are clear indicators to have their vision checked. Why? Poor vision leads to increased crash risk. Keeping themselves and others safe on the road starts with good vision. People in this age group are underrepresented in advertising (particularly women), so it’s a positive for practices to promote to this ‘invisible’ group. Selecting real people remains important to our female target, as is being represented as fit and ‘with-it’ (think of 50 as the new 40). How can you promote this campaign? You can target a specific audience in your database as well as promote in the local community to create awareness and show your clinical leadership. For database targeting, consider a 48-60 age group. The same would apply for local area targeting, however, could be skewed towards women as they are a major influence in men’s health and wellbeing in this age group. More detailed advice will be provided in your ‘How to Marketing Guide’ to be released mid-April. Is this campaign advertising driving lenses? No, not at all. This campaign does not pre-suppose that eyewear, let alone specific driving lenses, is always the answer. Whilst we show glasses as a solution in the creative to convey the contrast between the problem and solution, the call to action is to have an eye examination. It could be that vision issues are related to an eye health condition. Seeing an