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Michael Walker, Walker Media Group Ten years ago a group of dedicated Optometrists from across the country made a commitment to get the profession to undertake the important task of educating Canadians about the benefi ts of regular preventive eye care. While many successful individual provincial programs had been undertaken, what set this initiative apart was that it was to be a nationally supported and integrated program. From a communications perspective, our goal was to get the public to think beyond eyesight and get them to think about eye health. The strategy was to leverage what they were already doing regarding their general health, namely seeing a doctor and dentist for regular preventive check-ups. The insight being: instead of trying to get people to do something new, we asked them to take what they were already doing and migrate that behaviour to include regular visits to an Optometrist. A critical part of the program was to inform the public that there is a signifi cant difference between a vision test versus an eye health examination by a Doctor of Optometry. Leveraging this distinction was important, as we believed that the public would more easily embrace the notion of including another doctor within their health care team for expert preventive eye health care. As chart one shows (page 124), the brand platform – preventive eye health care – provides a wonderfully pre-emptive, totally focused yet fl exible platform for all communications initiatives, from paid media to public relations. The preventive eye health platform is inclusive of all ages, from birth to the golden years. To convey the brand platform message to adults in the recommended TV format, we recommended and research confi rmed there would be more impact with a tougher approach. Given that 30 seconds offers a short space of time to convey the preventive eye health message, it was important to break through in a dramatic and arresting manner. The objective was to emotionally engage adults to help them clearly understand the dangers of not having regular preventive eye health check-ups. Whilst the ‘Serious Eye Disease’ message is adult focused, it does act as a reminder that regular check ups are important for all ages. Because the messages are targeted primarily to the female head of household it is not unreasonable to assume that, if she determines that a preventive eye health examination is good for her, she is also likely to conclude that it will also be vitally important for other members of her family – partners, children and parents. Important in a comprehensive communications mix is that the key message of preventive eye health is sustained A HEALTHY VISION: Optometry’s public awareness campaign

A Healthy vision: Optometry’s public awareness campaign | Une bonne vision : campagne de sensibilisation publique à l’optométrie