The Challenge
Myopia is rising fast in children – and many parents don’t even know what it is. Boots Opticians asked us to launch a nationwide Myopia Awareness Campaign to do three
key things:
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Educate parents about the signs of short-sightedness
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Reinforce Boots as the trusted name in family eye care
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Drive appointments for kids’ eye tests across their store network
It was a brief with responsibility, and we stepped up to the challenge.
8 trusted parenting & education influencers
3.5M organic reach
1.98% engagement rate
20.2M paid impressions
91,000 clicks to Boots Opticians
Myopia Awareness – an influencer campaign that changed behaviours
We turned awareness into action – fast. This was about more than just educating parents. It was about changing behaviours, building trust and getting families into stores to protect children’s eyesight.
Creative Solution
We built a campaign that saw the issue from a parent’s perspective – and made them see clearly, too. River launched a multi-channel awareness push, powered by eight carefully chosen parenting and education influencers. They were social voices, yes. But they were also real, credible community leaders whose audiences listened, trusted and acted.
Their stories focused on:
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Spotting early signs of myopia at home and in school
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Sharing the real Boots Opticians experience
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Normal, warm, and reassuring
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Showing the impact on learning – and the difference early detection can make
Boots Opticians
Storytelling
This was storytelling with a purpose, and every post inspired action – not just awareness. And to take it further?
We supercharged the campaign with smart paid amplification, using targeted media spend to extend reach, drive clicks, and send families straight into store.
Step forward a public health push with precision, power and purpose. And at River, that’s what we do best – especially when children’s health is on the line.