CooperVision is one of the world’s leading manufacturers of soft contact lenses. It produces a complete range of daily disposable soft contact lenses and premium rigid gas permeable lenses for orthokeratology and scleral designs.
Sector: Health Care & Optical
Services: Crisis communication
Crisis communication to counteract a fake news related to the higher possibility of contagion of coronavirus with contact lenses than with glasses:
Disprove the hoax.
Promote hygiene as the key: glasses and contact lenses are tools. Hand-eye contact, and therefore hand hygiene, was the key.
Qualitative and qualified communication campaign aimed at Public Opinion, structured in two lines of work:
Building a network of institutional and scientific allies, opticians and ophthalmologists to guarantee credibility: as it was a scientific communication, it had to be experts who countered the hoax.
Contact with the media and journalists who had published the hoax to build trust based on a conversation based on quality documentation. Approached with truthful messages.
More than 50 reference hits in target media.
More than 150 media contacts, updating information and following up on any related publications.
All news and publications clarified the error