Plagued by negative public perception and confusion regarding the role of ophthalmologists, the Canadian Ophthalmological Society (COS) needed a way to better educate people on eye care. We found the root of this issue was that many weren’t aware of the differences between ophthalmology and optometry.
We created a multi-year campaign featuring videos that captured patient stories and the ophthalmologists who helped restore their vision and overall health. Promoted through online ad buy and social posts, and hosted on a website developed by our team, these videos also encouraged Canadians to share their own experiences with ophthalmologists. The campaign was paired with a national public relations and influencer program which reached Canadians coast to coast.
27 million media impressions (earned coverage and press release pick-up)
33 media hits
1 million blog and social media impressions
Over 900,000 video views