Public Education Update

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 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

this original research, we will continue to lead the conversation around the importance of eye health in British Columbia. Stay tuned!

EyeLearn Video

What could be more fun than a video where some really great, smart kids give eye health advice?

BCDO worked with our partners at Edelman to produce a three-minute film featuring Dr. Harbir Sian and children of different ages from British Columbia. Through engaging Q&As, children and parents will learn about optometry services and the BCDO in an entertaining and engaging way. Short clips from the video are available at on our Instagram page.

BCDO 2020 Telehealth Campaign Phase 2

In March, we wrapped up the second phase of the Telehealth campaign – an extension to last year’s Telehealth campaign. The campaign focused on reminding British Columbians that their eye health matters, even during a pandemic. We built upon the messaging strategy from Fall 2020 by telling our audience about the safe and available eye care options, like telehealth, and showing them what that looks like during COVID-19. Performance highlights:

Eyelearn Campaign

The EyeLearn campaign, finished in June, promoted long-term behaviour change among children of 19 years old and under with a refreshed EyeLearn program and through BCDO’s loveable mascot, Opie. We immersed our audience in the world of Opie to talk about eye health in an approachable and memorable way.

Performance highlights: