By Alexa Kaczka
Ciba Vision is set to launch an advertising campaign to encourage teenagers to consider its contact lenses.
The eye care company has signed up marketing agency Haygarth to compile the campaign, which aims to get young people who currently wear glasses to think about switching to contact lenses, Marketing Week reports.
Ciba Vision hopes to attract the teen market with the offer of free cinema tickets and a variety of direct mailings, according to the publication.
Martin Steel, creative director at Haygarth, said that the materials were "designed to appeal to the teenage market using fresh, interesting images and an attractive offer of cinema tickets".
The campaign will be launched in the UK this month.
A recent study conducted by the University of North Carolina and supported by Johnson & Johnson Vision Care found that wearing contact lenses can give nearsighted eight to 11-year-old girls an increased sense of self-worth if they already suffer from low self-esteem as a result of wearing glasses.
by Adrian Galbreth