SEE life beyond cataracts

A cataract diagnosis can feel like being condemned to old age. Patients feel powerless and resigned to the surgeon’s usual suggestion of mono-focal lenses.

Few realise that they actually have a choice. Fewer still understand that the right replacement lenses can be positively life-changing.

We equipped patients with the confidence and knowledge they needed to discuss their situation. And we showed them the promise of what a renewed joie-de-vivre could bring - from scuba diving to floristry.

Each activity was carefully chosen to demonstrate the multi-focal range of vision delivered by Alcon replacement lenses. Painting, for example, requires both distance and close-up visual acuity.

Hand rendered in a deliberately legible large font, our integrated campaign showed that later life is not about microwave dinners and daytime TV.

This highly effective global campaign was translated into multiple languages and won multiple creative awards.