Stephanie Caruso
Stephanie Caruso
My team partnered with CooperVision to tackle a growing public health issue that’s largely invisible to parents: childhood myopia (nearsightedness).
By 2050, it’s estimated that 50% of the world’s population will be nearsighted. CooperVision offers a breakthrough solution with MiSight® 1 day, the first and only FDA-approved contact lens that slows the progression of myopia in children. But awareness was nearly nonexistent.
Our challenge, to make an invisible issue real for parents, and show them how MiSight can help.
Our solve brought the issue to life, literally, by transforming the Centennial Wheel in Chicago, the city’s iconic “eye”, into an immersive experience on Halloween weekend.
• We created custom branded myopia simulators in every Ferris wheel gondola, allowing families to experience progressive nearsightedness firsthand.
• A “MiSpy” skyline game that challenged families to spot and identify Chicago landmarks, highlighting the impact of blurry distance vision.
• Free rides, cocoa, candy, and giveaways to attract families and encourage exploration.
• On-site CooperVision reps and local eye doctors to answer questions and schedule follow-ups.
I led the vision for the activation, turning clinical language into a compelling story that families could feel. From the branded touchpoints to the educational engagement strategy, my team ensured every moment delivered clarity, connection, and care.
This wasn’t just a brand awareness stunt, it was public health in motion.