Public Education By BC Doctors of Optometry and Edelman Over the past quarter BCDO has concluded two high-performance, integrated creative and communication campaigns, kicked off our 2021 Public Education Campaign, and created an Eyelearn video. Together, we have reached out to British Columbians throughout the pandemic with a “solve not sell” approach and reminded them optometry services are a crucial part of maintaining their overall health. Ongoing…. BCDO 2021 Public Education Campaign: Look after yourself “Whatever else you do, don’t ignore you”. Building on the EyeLearn campaign, we continue to target B.C. parents with children, but this time we are appealing to parents directly. We are focusing on parents who are navigating a pandemic and busily balancing family and work to remind them to look after themselves as well – this can start by booking an optometrist appointment. The first phase of the campaign went live in July and activated paid ads on Google and Facebook, content on BCDO’s own social channels, Google search engine optimization (SEO) and influencer partnerships reach British Columbians. We focused 44 | Eye Digest Magazine
on urban and rural areas to deliver key messages and drive people to BCDO’s Find a Doctor tool. When you see our influencer content, organic social posts and ads online, we encourage you to share them!
Heading into October, we will continue to deliver engaging messages on digital platforms and publish the results of a survey commissioned by BCDO on how awareness and perceptions of eye health and optometry visitation have shifted over the last nine months. The most impactful parts of this information will be leveraged to develop earned media communications for Children’s Vision Month to secure media coverage. Through
