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Penny the Pirate

Award: Wood Pencil

Wood Pencil / Direct / Direct Mail / 2015

Many children have an undetected vision problem. Saatchi & Saatchi Sydney and eye care provider OPSM created Penny the Pirate, a storybook and certified medical device, which enables parents to screen their child's vision as they read them a bedtime story. The story follows the journey of a young girl as she tries to become captain of the Mighty Pickle. A series of simple screening exercises are woven into the adventure and, by entering children's results online, parents can determine if there's a vision issue and, if necessary, book an appointment immediately. The campaign was launched on TV and across 200 stores, and parents were encouraged to pass the book on to others. Available as a book and an app, Penny is on track to give over 300,000 children an eye test and has become a permanent free tool offered to anyone in Australia and New Zealand.

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