"ODMA spent approximately $300,000 on advertising to get eye care messages out to the public. Ignition Creative was engaged to create the entire campaign with the exception of the PR. They were charged with selecting the media placement, campaign name, brand and identity, copy writing and creative direction for each key area including photography and print management. The campaign evolved into five key areas. These ran fortnightly in various national publications: Body and Soul Magazine and Women’s Weekly were just two. We believe the results speak for themselves. Forty radio interviews were conducted and 18,000 web site hits were recorded in the first two days of the campaign."