Goals and objectives
Self-medication is practiced when it comes to dry eye management among Filipinos. They even opt for other practices like supplements, rest and hydrating. With a very low reported dry eye syndrome (DES) at 12% in the Philippines, Novartis believe that there is an opportunity to increase the level of awareness of dry eye syndrome.
Agency was tasked to:
- Launch a campaign that will educate and increase awareness for DES and brand, Systane.
- Ensure strong presence at points of context, inquiry and decision making translating to trial /sales.
- Make DES relevant among millenials.