Owning National Eye Health Week with Vision Express

The Brief

We were tasked with raising awareness of Vision Express’ partnership with the Macular Society, and help get customers back into stores during September. For every customer that had an eye test, £3 was donated to the Macular Society.

Our Response

Due to the busy media landscape, we advised the client that in order to get cut-through we needed to partner with well-known celebrities to talk about what it would be like if they lost their eyesight and why loving our eyes is so important. We partnered with Lou Teasdale, Tim Vincent, Dylan Hartley and Una Healey.

To provide new news to help us land in the nationals and consumer media, we also conducted consumer research that looked into how many people had missed their regular eye appointment because of the pandemic.

We also worked with the Macular Society to find strong case studies of real people who had lost their eyesight and showcase how the charity and Vision Express have both been able to help.

The Results

During the month of September, we helped raised hundred of thousands of pounds that was then donated to the Macular Society.

Landed coverage in Sun, Sheerluxe, Pick Me Up and Optometry Today.

Total social reach achieved of over 9.6M, with positive comments and high engagement across all posts.

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