Otsuka Pharmaceutical's dry eye magazine advertising campaign was awarded the first-place prize in the "Tie-in Campaign - Cosmetics" category of the 57th Japan Magazine Advertising Association Award.

The theme of the campaign was "凸凹Eye" which means bumpy surfaced eyes. It focused on "The Eyes of Craftspeople," something for which Japan is renowned for, in order to make it easy to understand that the condition called dry eye is a disease that does not result simply in dry eyes, but caused by the mucosal abnormality on the surface of the eye and making it bumpy.

The campaign featured segments on the eyes of active female professionals, along with explanations from ophthalmologists, and ran in magazines with a predominantly middle-aged female readership, a group that is particularly prone to developing dry eye.

Otsuka executive Yoshiko Wakana of the Dermatologicals & Ophthalmologicals Sales Department attended the awards ceremony, which was held in Tokyo on November 5, 2014.

Otsuka Pharmaceutical conducted an educational campaign on dry eye in various media, including this magazine advertising campaign, internet sites, and television programs.

Ms. Wakana said, "I would like to help as many patients who are suffering from dry eye as possible, by providing them with both safe and effective medicines and with high-quality information."

The"凸凹Eye"website:http://www.otsuka.co.jp/decoboco-eye/