The Challenge
National Eye Health Week is one of the most significant events in the annual PR calendar and a major focus for most opticians. Having partnered with Specsavers for over 20 years, Beattie’s task for 2018 was to own maximum share of voice in the conversation ultimately raising awareness of the importance of regular sight tests.
The Campaign
We gathered insight around the UK’s ageing work force which showed good eye health to be a critical factor in older people being fit to work. Working in partnership with the Royal National Institute of Blind People, we launched a report which highlighted the need for increased consumer awareness & action an optical health.
In order to resonate with the consumer we needed to create a narrative that was own-able, credible, topical and believable, with real life storytelling at the heart of our campaign. We worked with Dave Myers, one half of the Hairy Bikers, who shared his own personal sight-loss story creating a suite of content for use across Specsavers own channels, ensuring an omnichannel approach.
The Results
We achieved coverage on This Morning and The Jeremy Vine Show, extensive national press coverage in titles including Metro, The Daily Mirror and The Express.
The campaign reached 48% of UK adults 3.5 times over a four week period and footfall reached a record high during National Eye Health Week 2018.
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