GSK eases eye strains with 'Don't rub. Relieve' Eye Mo campaign

Using Clear Channel Singapore's medium, 100 static posters have been deployed throughout Singapore. They showcase a blurry field view of Singapore's cityscape, that is made clear by a drop of Eye Mo.

In addition, the campaign deployed 10 create and collaborate panels in key pedestrian hubs such as Bugis, Church Street, Orchard, Vivocity and Jurong Central. These have been hollowed out to show the effect of a partially-transparent poster. The see through-effect allows passers-by to admire a clear view of the landscape around the panel, and aims to stress the before and after difference of using Eye Mo to moisturise and refresh tired and irritated eyes.

GSK seeks to address the fact that eye care is crucial in today's lifestyle, where most people spend long hours working at the computer, watching television or reading. These activities, particularly when combined with spending long amounts of time in air-conditioned areas, tend to tire and dry eyes easily, the company says. The campaign serves as a reminder to use Eye Mo Regular and Eye Mo Moist for relief rather than rubbing eyes.

The solely OOH-run campaign runs until 17 August.