Week 3: Option 02 - Print/Magazine; Laser Eye Clinic

Laser Eye Clinic
Magazine; Double page spread
Targeted at Men and Women ages 18 to 40 who wear glasses
"You'll never have to wear glasses again'
Our safe quick and painless laser procedure will improve your sight radically within 48 hours.

Background/Research

Laser eye surgery which also goes by the terms of Lasik (Laser Assisted in SItu Keratomileusis) or Lasek(Laser Assisted Sub-Epithelial Keratomileusis) is a procedure performed by ophthalmologists using laser beam.

It is a procedure where a thin flap is created on the eye surface (called the cornea) and folded so that the surgeon can remodel the tissue below it with the help of laser. Then the flap is put back in position and allowed to heal. It is done to correct eye problems like astigmatism (where eyes have a focusing problem because they may be too near each other or too far apart); myopia or short sightedness and other such defects.

Laser surgery is also done to correct vision problems. It is relatively safe to use laser for eye surgical operations and there is evidence that majority of these operations are successful - Normally the patient is just given a local anaesthesia or some anaesthetic eye drops when the surgery is done and he can walk out (with adequate protection of the operated eye) soon without any need of hospitalisation. Some of these procedures are used so that the patient need not wear spectacles or contact lenses.

Source: http://www.abhishekarora.com/2010/01/laser-eye-surgery-facts-history.html

Facts

Laser eye surgery generally takes between 10 and 15 MINUTES.
90% of patients recommend it to others.
Over 17 million people have had some form of laser eye surgery.
Laser eye surgery is not suggested for all patients. It is suggested those with severe dry eyes, corneal diseases and other select eye conditions should NOT undergo laser eye surgery.
There have been NO reports of blindness after laser eye surgery.
Laser eye surgery only improves your vision, it does NOT make it perfect.

Previous Advertisements

















A good resource for Laser Eye Surgery or Lasik advertisements: http://www.doctordirectonline.com/c-60-lasik.aspx
Numerous other resources of a similar nature can be found at http://www.doctordirectonline.com/c-14-print-ads.aspx

Magazine Spreads









Initial Concepts

• Pain associated with putting in a contact lens
  
• Glasses ageing due to discontinued use
  
• To do list: glasses being removed from daily routine
  
• Glasses bill being stopped
  
• A person not looking cool in glasses
  
• Cobwebs in glasses
  
• Lasers coming out of eyes and being generally awesome
  
• Things going from blurry to clear
  
• Things that take 48 hours to do/make, compare to getting your eyes fixed in 48 hours
  
• 48 things that you'll be able to do with good eye sight (scuba diving without glasses etc)

Drafts






Concepts built upon






Final Idea

Our final idea moved away from the traditional direction that advertising for Laser Eye Surgery had taken in the past. We wanted to represent the product in a less obvious (and overused) way, and try and get more interest in the service that LES provides and the benefits from it. After 48 hours your vision will be greatly improved. We decided to show this through a diary/planner which begins blurry, but after the owner gets LES their vision improves to the point where a few days later they can throw away their glasses.

This campaign has the potential to be altered (yet still maintain a constant recognisable look and feel) by using different diaries and different text written in the ad. Through the alteration of the text and the design of the diary you could target a wide range of audiences.