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 replacement lenses.

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

We gave patients the knowledge they needed to discuss their situation. And we showed what a renewed joie-de-vivre could bring - from scuba diving to floristry.

Each activity was carefully chosen to demonstrate Alcon lenses’ multi-focal range. 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 carpet slippers and daytime TV.

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