Consumers needed a simple way to understand the opportunity before their eyes with cataract surgery. They can correct two eye conditions with one procedure, or more easily get two birds with one stone.

We developed two characters Cathy Cataracts and Andy Astigmatism to help make this idea of cataract surgery more approachable.

This idea is designed to bring to life a common saying to one of the most common procedures so more consumers can understand the benefits of cataract surgery.

The two birds bring to life the eye conditions to help patients understand which eye conditions they have and what they can get rid of. The two birds have distinct personalities and appearance honing in small details; like creating Andy’s stubborn personality to match the persistent and annoying symptoms of astigmatism; or Cathy’s frustrating tendency to pop-up when you least expect it – just like cataracts. The campaign leverages the light-hearted tone and simplicity throughout all communications from banner ads to our website and broadcast TV spot.

Since up to 80% of our demographic are turning to digital for eye health information, we’re helping to provide them with the tools they need to discuss their lens options online and beyond. Cathy Cataracts and Andy Astigmatism got a chance to stretch their wings across a fully integrated campaign over a multitude of platforms.

Within two months, the Two Birds campaign had more than 90 million impressions, over 10.2 million combined views on YouTube. Additionally, mycataracts.com has had over 180,000 visitors to the site.

Through the campaign efforts throughout 2016, the year to date toric sales is 112% to target and toric penetration within the market is on the rise.