ZEISS Vision Care Campaign Connects Consumers and Eye Care Professionals

With a global brand campaign designed to underline the importance of good vision for quality of life, ZEISS Vision Care encourages consumers to take a more proactive approach to caring for their visual health throughout their lives.

According to the World Health Organization (WHO), at least 2.2 billion people worldwide live with vision impairment or blindness. In at least 1 billion cases, vision impairment could have been prevented or has not yet been addressed through available treatment or correction.¹

While good vision is fundamental to quality of life, there are still consumers that tend to engage with visual health topics only when they experience discomfort or when first problems arise.² Therefore, the latest brand campaign reflects ZEISS Vision Care’s mission to tackle one key challenge in improving and protecting vision and visual health: Raising awareness for these topics and encouraging consumers to consult eye care professionals (ECPs) and optical retailers for individualized advice.

The campaign pursues three objectives:

• Raise awareness of visual health and the benefits of clear vision
• Encourage consumers to have their eyesight checked regularly
• Provide eye care professionals with additional opportunities for consultation and consumer engagement as well as strengthening the trust between them and the consumer

The scientific approach: 47,000 voices for a better understanding of vision

The strong and scientific fundament of the campaign is extensive market research. The Global Consumer Study, one of ZEISS Vision Care’s most comprehensive global consumer research initiatives, delivers insights from around 47,000 consumers worldwide.³ These findings enable ZEISS to deeply understand how people think about vision care and visual health and how they make choices in the category. These findings are translated into communication that is both. strategically grounded and emotionally relevant. Key insights are:

• Visual health: Consumers are becoming increasingly health-conscious. Information related to visual health is among the most important topics they search for online.
• Brand expectations: Today’s consumers expect more from brands. They want brands in the optical and ophthalmic industry to guide and support them on their journey to better visual health, rather than simply selling products.
• Trusted source of information: Eye care professionals play a crucial role on the consumers journey to visual health. For consumers, they are one of the most trusted sources of information.

For ECPs this means that stronger consumer awareness can help initiate conversations about visual health earlier, support more informed decision-making, and ultimately bring more consumers into the stores for professional advice. In India for example, since the start of the campaign in July it has reached more than 100 million consumers.

Global campaign with local adaptations

The campaign builds on the established “Nobody Sees Like You” theme and now places a stronger focus on good vision and visual health. The single assets consist of emotionally engaging storytelling formats to make the topics of visual health and vision more relevant and accessible for consumers and ultimately guide them to a ZEISS partner.

With this approach ZEISS Vision Care invests in consumer-focused communication that helps to connect them with eye care professionals and optical stores early on. Additionally, assets are created in a way, that ECPs can use them in-store and online, which generates a sense of familiarity and a seamless consumer experience. The campaign is being adapted across markets worldwide to address local consumer needs while maintaining consistent global brand recognition. The first markets went live in June and the roll-out is ongoing.

_{1 https://www.iapb.org/learn/vision-atlas/ https://www.iapb.org/learn/vision-atlas/magnitude-and-projections/ https://www.who.int/news-room/fact-sheets/detail/blindness-and-vision-impairment}

_{2 ZEISS Vision Care Global Consumer Study (2026). Vision correction users in 30 countries surveyed, n= 47,201}

_{3 ZEISS Vision Care Global Consumer Study (2026). Vision correction users in 30 countries surveyed, n= 47,201}