Turning Daydreams into Better Vision


With the proliferation of devices and increasing amounts of screen time, Canadians need to worry about the impact that staring at screens for long periods has on their vision. We recognized this represented an opportunity to promote the Ontario Association of Optometrists (OAO), driving traffic to its website and encouraging Ontarians to visit their local optometrist.


Optometrists recommend using the 20/20/20 rule: take a break from staring at a computer every 20 minutes, for 20 seconds, focusing on something 20 feet away. Using that as inspiration, we developed five animated 20-Second Daydreams videos, each with a unique way to encourage viewers to look away from their screens. The comprehensive, multi-platform media campaign used online, offline and out-of-home executions to reach our target audience.


The 20-Second Daydream campaign achieved more than 124,000 social engagements on the OAO Facebook page and 356,612 total video views. In addition, it reached 2.8 million people through paid radio ads and achieved 337,752 impressions through a Cineplex placement. As a result, traffic to the website nearly doubled. The OAO also provided 198,853 additional optometry services in 2014/2015 compared to 2013/2014.

“The Edelman team created the concept, developed supporting materials, and provided metrics on overall impact. Edelman provided a creative solution to an important message and the OAO believes that the campaign was a success and created awareness about digital eye strain, and encouraged patients to see their local optometrist.”

- Beth Witney, Chief Executive Officer, Ontario Association of Optometrists