SITUATION:
Shire was preparing to enter the ophthalmics market for the first time with an innovative treatment for Chronic Dry Eye. In order to activate the market, they needed to increase awareness of this condition so that millions of symptomatic people would understand the value of consulting their doctor.

 CLUE:
Next Step research identified the fact that most women with dry eye symptoms were coping by using over-the-counter artificial tears, and doing their best not to let their discomfort get in their way. Their resilience and optimism was resulting in their tolerating more than they needed to.

AHA!:
Building on their optimism, we created a strategy that celebrates what they love to do with their eyes rather than focus on symptoms alone (what is typically done by competitive companies). From this strategy, Eyelove was born.