I recently came across a great PR stunt by Ultralase, one of the UK’s leading laser eye-care specialists, who hijacked page 3 of The Sun for a day to promote National Eye Health Week which ran across the UK between the 17th to the 23rd September 2012.

Engineered by Matt Balmforth of Lucre, the concept was simple, blur out the particulars of the page 3 model, using the catching tagline “Missing out on life’s best bits?”.


According to Chris Norton “the idea was to change a British Institution for the day [an idea that] seemed to work well”.

Whilst this exercise involved the purchase of advertising space by Ultralase to make this possible, it did cause a bit of a stir online generating a healthy number of tweets covering the stunt.

With influential twitter users like @BrandRepublic mentioning the story, a relevant search on TweetReach identified that it had reached over 7,000 Twitter accounts – not bad for a days work.

Unfortunately, I don’t know any other statistics drawn from the campaign; it would be great to know though!