J&J’s lat­est vi­sion cam­paign of­fers clear-eyed ad­vice for Gen Z: Take a so­cial me­dia break

John­son & John­son wants Gen Z to take a break from so­cial me­dia. Its new cam­paign from J&J Vi­sion for con­tact lens brand Acu­vue, “Where Vi­sion Meets Sight,” asks young peo­ple to put down their phones and take a break. The goal is not on­ly to give their eyes a rest, but al­so to take some time to clar­i­fy the vi­sion for their lives.

Since the Covid pan­dem­ic, there’s been a 35% in­crease in the amount of time peo­ple spend on dig­i­tal de­vices, for an av­er­age now of 13-plus hours. What does that do to vi­sion? It caus­es peo­ple to blink about 60% less than they typ­i­cal­ly would, af­fect­ing tear film, eye com­fort and vi­sion qual­i­ty, said Nan­cy Sabin, head of J&J Vi­sion’s mar­ket­ing and con­nect­ed com­merce in North Amer­i­ca.

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