Influencer Marketing is often criticized by the cynics among us for its superficiality and typical lack of substance. Too often influencers are used as thoughtless props to display apparel on but the justness of a noteworthy cause is often lacking in these campaigns. Everything Kalista Genevieve does as one of Trinidad’s most relatable influencers debases these stereotypes and her newest campaign with Courts Optical TT is an apt reflection of that.
“It would be ironic to say it’s been an eye-opener, no pun intended, but it truly has made me feel a heightened sense of awareness for my eye health. Other than that it has been truly an enjoyable experience. I’ve only gotten to meet a few from the team and so far they have been nothing but welcoming, professional, and friendly. I do hope for a continued relationship with them. “ she stated dotingly.
Building awareness of eye health is a critical aspects of the Courts Optical TT agenda for 2023 and beyond. Eye health is a major cause for concern In the Caribbean and it is the leading cause of blindness, glaucoma, cataract. Statistics presented by the Vision Atlas, depict that 6.2 million persons in the Caribbean were reported to have vision loss, with an estimated 260,000 persons reported to be blind.
These numbers clearly indicate the importance of this issue and it is beyond commendable of Courts Optical TT and Kalista are tackling it in their own creative way. In her initial campaign with Courts Optical TT last year, Kalista was transparent about the fact that her eyes had been damaged in an accident back in 2018. “This is real life! There is a lot of glitter and glam on social media, and a lot of people don’t share what they really go through on a daily basis. Honestly, if you want to grow on social media, that is the key, no one can relate to 100% perfection you become unrealistic” she passionately stated.
It’s upon that premise that Courts Optical TT constructed this campaign designed to show audiences Kalista’s journey to getting her eyes tested to see the outcome of the damage from the accident and selecting the right frames to combat the issue. She had no qualms in expressing that “ Knowing that something may be wrong or damaged with my eyes is scary. I’m definitely open to finding out more however, it is nerve-racking.”
In an uncanny way, she can relate to the sensitivity of most matters that affect the body because outside of modeling and content creation she is a health coach. In closing, she identified how being a health coach shaped her perspective towards the vulnerability of the campaign by expressing that “As a health coach, I deal with people on a daily basis and I believe it’s important to show them that not everything that you see on social media is a reality. I am unapologetically myself, for myself”
