McCann Torre Lazur (USA)
Project Title: Smoking Blind – In Office Kit
Client or Class Name: n/a - n/a
2X Award Winner
Collateral Material – Gold Award
Poster Design – Silver Award
What would it mean to lose your sight?
What if you could prevent it?
In the US, more than 11 million people suffer from irreversible vision loss and blindness. People know the risks of cancer and death, but 76% of Americans are unaware smoking can cause blindness. The disconnect starts in eye care offices, where fewer than 30% of eye care professionals discuss the risks of blindness.
How could we raise awareness and protect people’s vision? We partnered with Prevent Blindness, a 100-year-old, nationally renowned non-profit whose mission is to prevent blindness and save people’s sight. Our eye-catching campaign put doctors and consumers eye-to-eye with the truth. A tailored kit for eye care offices and an interactive experience using well-known icons associated with smoking made our message clear. We incorporated Braille messages (with transcriptions) that asked, “Are we SmokingBlind to the truth?”
Our reach was global with international eye care organizations interacting on our pages and culminated with an invitation to speak at the Focus On Eye Health National Summit in Washington, DC—a forum for eye health policy, surveillance, and promotion. What started small reached key stakeholders who can help raise awareness about the connection between smoking and blindness.
Chief Creative Officer:
VP, Director, Design and Imaging: