Transforming Eye Health
Routine eye tests save lives and sight, yet many people are unaware that they can detect signs of serious health conditions such as diabetes and high blood pressure, as well as eye health conditions such as cataracts, glaucoma and age-related macular degeneration. In extreme cases, routine eye tests have even led to the detection of more serious life-threatening conditions such as brain tumours.
As a champion of the nation’s eye health, this lack of awareness is something that our client, Specsavers, has long recognised. Having teamed up with sight loss charity Royal National Institute for Blind People (RNIB) for the last two years to reinforce the importance of regular eye tests, our integrated campaigns have achieved outstanding cut through and genuinely helped shift the dial in consumer attitudes and behaviours. We knew we had to work even harder this year to build on our previous successes, grab attention and keep the campaign fresh.
Creating a story hook that was ownable, credible, topical and believable was vital to our approach. Real life storytelling had to be at the heart of our campaign, which was timed to coincide with National Eye Health Week 2018 but extended throughout the month of September.
We explored the fact that the UK’s ageing workforce combined with the increasing pension age meant that good eye health was a critical factor in older people being fit to work.
After extensive research and feasibility studies we identified that ‘Hairy Biker’ chef, Dave Myers, had a very compelling story to tell. He had been diagnosed with Glaucoma following a standard eye examination in his early 50s. Now in his 60s, and still wanting to work way past retirement age, his first-person account of how he could have gone blind without early intervention, potentially losing his sight and his career, made him the perfect spokesperson to drive home our very real and stark messaging.
A robust media relations strategy was devised around Dave’s story. Our armoury of assets built on our strategic partnership with RNIB, fresh survey statistics on consumer attitudes to eye health and how our ageing working population are at greater risk.
This was backed up with real-life case studies from right across the UK detailing how Specsavers opticians had saved people’s sight and lives. These stories were all captured on film and together with social media content from Dave Myers, were also amplified through Specsavers’ social channels.
Our outreach stretched from national TV, radio and news pages through to parenting press, career pages, women’s interest and men’s lifestyle and our cascade approach saw the story seeded through to local and regional press and broadcast to drive footfall into stores.
Specsavers spearheaded a multi-million-pound nationwide advertising campaign to bring all activity under the strapline ‘Don’t Lose the Picture’, which was brought to life through an experiential ‘Photo Memories’ trailer which toured the UK’s key cities.
The experience centred around a photo booth where members of the public were invited to have their photo taken – but their final image had a filter applied allowing them to see what someone living life with age-related macular degeneration would see when looking at the picture.
Our media outreach, engagement and footfall levels reached a record high for National Eye Health Week, making it the second most successful week in Specsavers’ history.
We delivered 350 articles in a single month including TV exposure on This Morning and The Jeremy Vine Show, 146 life and sight saving case studies and extensive national press coverage in titles including Metro, The Daily Mirror and The Express.
Every piece of coverage was 100% favourable and the campaign reached 48% of UK adults 3.5 times throughout our four-week period.