How do you draw attention to an eye condition whose early signs can easily go unnoticed? Together with Retina Suisse, we developed an awareness campaign focused on the early detection of age-related macular degeneration, or AMD.
AMD is one of the most common eye conditions among older adults. It can make straight lines appear distorted, faces look blurred or parts of the central visual field disappear. The campaign is aimed particularly at people aged 50 and over, encouraging them to take changes in their vision seriously and have their eyes examined regularly by an ophthalmologist.
Making Visible What Often Goes Unnoticed
The campaign uses familiar grid patterns found in everyday objects, such as a shopping basket or a tennis racket, as eye-catching visuals that create a direct link to the Amsler grid test. The Amsler grid has long been used to detect signs of AMD. Clear visual language, simple messages and a direct call to action guide the target audience to the Amsler grid test at augentesten.ch.
Launched in German-speaking Switzerland in September 2026, the campaign is featured on digital screens at numerous railway stations, on hanging cards in public transport buses, in advertisements in consumer and professional publications, and through posts and podcasts across various social media channels.
Strategy, Creation, and Implementation – All Under One Roof
Life Science Communication had the pleasure of supporting Retina Suisse throughout the entire process, from strategic concept development to campaign implementation. Our work included developing the campaign concept and key messages, creating the content and visual design for the various campaign materials, and designing and building the campaign website.
We were also responsible for planning the communication activities, coordinating the various partners and adapting the content for different channels and target audiences. The challenge was to communicate medical information accurately and clearly while ensuring that the campaign remained engaging and attention-grabbing.
The project brings together many of our core strengths: strategic health communication, campaign development, audience-centred knowledge sharing, digital communication, content creation, media planning and project coordination.