People never spend time thinking about bifocal lenses. Our task was to raise interest in bifocal lens and make HOYALUX their choice of lens next time they buy new glasses.

People are most likely to notice decline in their vision acuity when reading a book. We distributed bookmarks that used *pinhole principle at bookstores. (*Pinhole principle states that it is easier to focus when light reaches the retina through several small holes. The effect is pronounced in people who have vision problems.)

300,000 bookmarks were distributed at over 200 book stores. It drove traffic to the website. The number of access increased approximately +10%.