Canadian Ophthalmological Society
See the possibilities. A national campaign that cleared up the confusion between ophthalmologists and optometrists, and gave Canadians real patient stories to explain why the difference matters.
Confusion was costing Canadians their sight.
Most Canadians couldn’t tell an ophthalmologist from an optometrist, and that gap in understanding was quietly undermining eye health and the profession’s reputation.
COS needed the country to understand, in plain terms, who to see and why it mattered, without ever feeling like a lecture.
An identity built around real patient stories.
See the possibilities.
Real patients. Real stories. Real impact.
A series of emotionally engaging videos followed real patients whose sight, and lives, were changed by ophthalmological care. They ran across paid media and social, lived on a dedicated hub, and invited Canadians to share their own stories.
A national PR and influencer program extended the message coast to coast through earned coverage, turning individual stories into a shared understanding.
A message that reached every corner of the country.
Shared stories poured in across social media, and the campaign became a genuine national conversation about vision and eye health.