APPROACH & SOLUTION
Through our discovery process, we learned that chronic dry-eye sufferers fail to produce the oily film that helps to keep tears from evaporating. Meaning — in essence — they don’t have tears to spare. We used humorous juxtapositions to illustrate how dry-eye sufferers can’t get a good cry going like the rest of us. The media plan targeted professionals, focusing largely on highly visual channels supported
By a series of four radio spots.