Burson-Marsteller to launch awareness campaign for ESCRS

Burson-Marsteller has been contracted by the European Society of Cataract and Refractive Surgery (ESCRS) to launch an awareness campaign for laser eye surgery.

The agency has been tasked with targeting Europeans aged between 25 and 40 with a campaign which will be conducted though traditional and digital media, reports PRWeek.

Its intention will be to underline the potential benefits of LASIK eye surgery when conducted by a qualified professional, with an emphasis on its safety and effectiveness.

This comes as the eye surgery technique marks its 20th anniversary, with the first procedure having been performed in Poland in 1990.

ESCRS president Josep Guell said: “We are implementing this campaign to ensure that people considering laser vision correction have access to accurate, up-to-date information.”

Last month, Burson-Marsteller reorganised its healthcare practice by appointing Helene Ellison as its new global chair, with the veteran executive boasting experience of launching campaigns for companies such as GlaxoSmithKline and Roche.