IPG Mediabrands addresses myopia with #SeePastTheScreen campaign

IPG Mediabrands has launched a national pro-bono campaign, called #SeePastTheScreen, to drive awareness in Singapore which was named "the myopia capital of the world".

The campaign which will run across OOH, print, digital, television, radio and social media for eight weeks. Strategy-led design agency fst produced the creative concept and all media assets, with retouching from Pop-35. The campaign messaging was developed in collaboration between IPGMB, fst and CSR partner plano. Plano partnered with the agency last year to aid in its expansion and boost brand awareness across the region.

In a collaboration between industry, government and technology, seven major Singapore publishers such as MediaCorp, SPH, Clear Channel, JCD, MooveMedia, Adello, and Amobee have collectively donated more than SG$700,000 of media inventory to support this campaign. This has also been supported by the Singapore Health Promotion Board.

The campaign intentionally dramatised the square eyes parable to drive the message that excessive/unhealthy device usage has been scientifically linked to a myopia (short-sightedness) epidemic.

Leigh Terry, CEO IPG Mediabrands APAC, said that all of the key stakeholders in the campaign are pro-technology, as the misuse of technology is causing a major issue. He added that the agency recognised a responsibility to bring awareness to this, with #SeePastTheScreen, it aims to help create a societal shift that will bring impactful change.

“plano is driven by a core mission to save sight and empower lives. We have been heartened by the way IPG Mediabrands, and their industry partners have stepped up to help launch a campaign that will equip parents with the tools and information they need to help their children enjoy devices as a part of an active lifestyle," Mo Dirani, managing director, plano said.

When IPG Mediabrands approached us with this opportunity, the whole team immediately recognised the scale of the problem; the passion from the plano client was contagious. The entire team at fst got behind the cause and devoted their time and resources to bring the message to life with a strong visual impact” Charlie Butterfield, design director and partner, fst said.