Even though our insight was about the frustration caused by everyday reading, we wanted the campaign to be inspirational and celebratory rather than negative. So the book tracker concept enabled people to share their love of books, while still reminding them of the core issue: they really needed to get an eye test.

Inside each of the 4,000 free books we handed out was a sticker which gently reminded people that they shouldn’t let their eyes stop them from reading and a call to action to go into OPSM for an eye test.

The response to the campaign has been overwhelmingly positive in many ways. The books have found their way around Australia and even around the world. Comments on the dedicated Facebook page show that the idea has been enthusiastically embraced. And for OPSM, this has helped create positive sentiment for the brand.Before the campaign ran, sales were down 6% on 2008. After 4 weeks of the campaign, sales were up 4% on 2008 for the same period. During these first 4 weeks, 84,726 eye test appointments were made.