January 22, 2020 - The striking campaign which will run across OOH, Print, Digital, Television, Radio and Social Media for the 8 weeks commencing Monday 25th February; dramatises the square eyes parable to drive home the message that excessive/unhealthy device usage has been scientifically linked to a myopia (short-sightedness) epidemic.

“Typically eight out of ten children in Singapore will now suffer the affliction by the time they leave school” said Kelvin Eng chief marketing officer plano. Critically, the younger a child develops myopia the higher the chance of them developing high myopia which can lead to irreversible blindness.

“Our network have been working with plano in a CSR capacity since June last year, impressed by the innovative approach they have taken to flip this problem into a solution.” said Leigh Terry, CEO IPG Mediabrands APAC

Terry continued, “All of the key stakeholders in this campaign are pro-technology, it’s the misuse of technology that is causing a major issue. As an industry with digital at the heart we recognise a responsibility to bring awareness to this. With #SeePastTheScreen we aim to help create a societal shift that will bring impactful change.”

“The social element of the #SeePastTheScreen campaign involves a call to action to post a selfie holding a smartphone in front of your eyes, to symbolize the message that we’re in danger of being blinded by our devices” said Matt Scotton, Chief Strategy Officer, Initiative APAC. All advertisements point to the landing page seepastthescreen.sg for more information on how to enjoy technology and devices without harming your child’s eyesight.

Dr. Mo Dirani, Managing Director plano commented, “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.”

In a collaboration between industry, government and technology, seven major Singapore publishers including MediaCorp, SPH, Clear Channel, JCD, MooveMedia, Adello, and Amobee have collectively donated more than $700K of media inventory to support this campaign. May Wong, head of Magna Singapore noted “the far-reaching consequences of this epidemic is a message that really resonated with our media partners, many of whom have young children and have witnessed the effects first-hand. Their co-operation has been invaluable to the launch of this campaign.”

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 plano. This has been supported by the Singapore Health Promotion Board.

“At fst we are committed to operating with a social conscience and we want our work to make a difference. 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” said Charlie Butterfield, Design Director and Partner FST.

“fst told us be brave was one of their key values, and they definitely walk the talk. This shone through not only in the energy with which they embraced this project, but also through the creative execution of the striking work they produced” said Naomi Michael, head of marketing and communications IPG Mediabrands APAC. “Through the collaboration of our team and generosity of our partners, we have a window of opportunity to make a big impact and reach as many people as possible with this message.”


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