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Edelman's Campaign for J&J Vision Brings Child Eye Checks to The Forefront

Campaign exposes the need for global youth vision correction

Edelman's Campaign for J&J Vision Brings Child Eye Checks to The Forefront

With nearly 90% of China’s youth suffering from myopia, or near-sightedness, to say that the Red Dragon of Asia has a sight problem would be an understatement.

Even with such dire statistics, eyecare is not very high on the list of priorities for most Chinese parents. Many believe that macular-related issues can be addressed later in life, not realising that this will affect their children’s growth and development.

“At J&J Vision, we believe that sight matters. We believe we can help enhance sight for life and stop preventable vision loss from myopia through early interception.

We know that 80% of what we learn is through our eyes -  it’s how we experience the world. Whilst more than 50% of the world population needs vision correction, yet only 10% are treated today. We want to play our part in correcting this through early vision screening amongst underprivileged children by partnering with Sight for Kids & Edelman,” said Nikhil Tivary, Chief Marketing Officer APAC, J&J, Johnson & Johnson Vision. 

The Edelman teams led an integrated campaign ‘Help Children See’ which was launched National Eye Care Day in China. It aims to bring China’s myopia epidemic to light and to help each child live up to the vision of potential embodied by their names; albeit, with a twist. When they name their children, Chinese parents attach visions, hopes and aspirations of desired futures to their names.

Edelman teams across Singapore and Shanghai leveraged this insight leading with a film titled “The Boy Who Is Afraid Of The Outside”. Centered around a young boy named Yong Jie, whose names means being brave and outstanding, the film tells the tale of his fear in leaving his house and the struggle to live up to the vision behind his name due to poor eyesight. Video content, QQ games, web banners, experiential and posters were also created as part of the integrated campaign, and have already garnered 1.5 million donations within the first few hours of launch.

“Partnering with such purpose driven and ambitious clients was a fantastic experience for the teams. This earned-centric work & early results are proof that attention & trust need to be earned – not paid. We look forward to building on this momentum for such an important initiative and a great brand,” said Aaron Phua, Executive Creative Director at Edelman.

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Advertiser: Johnson & Johnson Vision

Chief Marketing Officer: Nikhil Tivary(APAC), Fannie Chung

Global Brand Marketing: Yvonne Wong (APAC)

Marketing Manager: Eiffel Luan

Creative Agency

Creative Agency: Edelman Singapore & Shanghai

Executive Creative Director: Aaron Phua

Creatives: Aaron Phua, Cameron Ng, Eslyn Heng

Chief Strategy Officer: Remona Duquesne

Production Company

Production Company: The Pandemic Story

Executive Producer: Wong Ay Wei

Director: Jason Lee Kah Giap

DOP: Liu Ming Hao

Audio Production: Lyu Xiao Qing

Line Producer: Lee Ser Ping

1st AD: Zhu Yi Qian

Casting Director: Sun Yi Tong

Production Manager: Zhang Ye


Online Editor: H’ng Choon Kuang

Post Production / VFX

Post Production Company: Shanghai Attic Advertising (Offline) Bottles Post Production (TV & Online)

Producer: Iris Zhang, Zhang Ting Yu


Recording: Hush Studio


Stylist: Eleven Tu Ying