Optician Pearle prevents firework victims

Pearle is an international chain of opticians. It was founded in 1959. Globally the chain has over 1.600 locations spread across fifteen countries. In the Netherlands they have over 340 stores.

During new year celebrations people get hurt by fireworks. About half is even victim through fireworks of others. To avoid unnecessary eye injuries, Pearle hands out tens of thousands safety glasses through their local retailers.

AM has been asked to raise awareness for their campaign through PR, 3 years in a row. Aside of collaborations with famous Dutch rappers, presenters and vloggers. Research has been set up to generate the attention needed for a newsworthy story. The research has been used for national distribution as well as local. To kickstart the campaign interviews have been set up with radio and newspapers. The whole execution resulted in 100+ local hits and dozens of national publications in news, lifestyle and trade media. Making the campaign relevant for both the brand as well as their local retailers.

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