Independent and female-led creative communications agency, Society, has expanded its client portfolio with the addition of Optometry Australia and Rydges North Sydney and Rydges Port Macquarie.

Optometry Australia, a not-for-profit organisation, has enlisted Society to deliver integrated creative and marketing communications services. The campaign with Optometry Australia aims to increase awareness and visibility of the global rise of Myopia and promote community eye health among Australians.

"While eyesight is one of our most important senses, our eye health is often overlooked or deprioritised. We’re excited to partner with Optometry Australia to elevate and strengthen their voice as industry leaders, educating Aussies on how to improve and maintain their vision. Optometry Australia’s mission aligns to our value of making a positive impact on society, and we’re proud to spotlight the amazing work provided by the health professionals that form part of the Optometry Australia network," said CEO and founder of Society, Dena Vasallo.

CEO of Optometry Australia, Skye Cappuccio, said: "We’re delighted to be working with Society on this important awareness campaign for myopia. By 2050, it’s predicted that half the world’s population will have myopia. However, when detected by an optometrist in early childhood, we can slow the progression of the condition, prevent further vision problems later in life, and treat myopia so that no child is held back by short-sightedness. We’re excited to get this message out there in a creative way that motivates parents and caregivers into action."

In addition to Optometry Australia, Society has been re-engaged by Rydges Hotels & Resorts, part of the EVT Group, to lead the communications for the reopening of Rydges North Sydney and Rydges Port Macquarie. SOCIETY's previous work with EVT Group includes the newly transformed Rydges Melbourne and The Capitol Hotel, and the Australian launch of Lylo, a modern and budget-friendly pod accommodation, in Brisbane.

"Rydges is an iconic Australian brand that provides authentic and memorable properties and an elevated service for visitors as they live, travel, and explore Australia. We’re thrilled to be extending our partnership with Rydges North Sydney and Rydges Port Macquarie, to further enhance their ANZ media presence," Vasallo said.

Society represents a suite of national and local brands across Australia, including Woolworths, Unilever, San Remo, Violet Crumble and more. "Our team is eager to develop innovative and creative solutions for all of our clients, to help spark conversations and connections in our society while positively shaping the lives of Australians," added Vasallo.