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October 3 2012
Sight Care’s consumer campaign, Eye Love My Local Independent Optician, has won a gold award for the integrated marketing agency behind the campaign. The Winchester-based, Remarkable Group won the highly sought after accolade at the PR industry awards last week (26/9/12).
The campaign’s back to school initiative won the Best Campaign category at the PRide Awards, held at the Ageas Bowl in Southampton, beating off stiff competition from five other finalists.
The campaign addressed the alarming statistic announced by the AOP last year that up to one million children in Britain had an undiagnosed eye condition, and conducted its own survey which revealed that one in 10 parents had never had their child’s eyes tested.
Supporting the results was a case study of 10-year-old Joshua Hamwell from Essex, who was found to have macular degeneration when he visited his local practice after complaining of having flashing in his eyes. He was prescribed the use of different coloured lenses and advised to complete a series of eye exercises which improved his life dramatically.
The survey results and case study were presented to the media and achieved widespread coverage on national and regional TV stations such as ITV’s Daybreak, 155 radio stations nationwide, as well as featuring in 32 national, regional and optical trade publications including the Daily Mail, BBC News online and OT. More than seven million people had an opportunity to hear and read about the initiative.
Speaking at the awards, the judges said: “This unique campaign stood out as a clear winner as it achieved fantastic results within a restricted budget. The strategic approach to this campaign meant that it was carefully cultivated to ensure 'buy-in' from the target audience. Excellent use was made of the case study, which resulted in national TV coverage.
“We were pleased with the coverage and would like to congratulate the team on their award,” said chief executive, Paul Surridge. “We are very proud that our campaign continues to grow in strength and get important health messages across to the public as well as promoting the value independent opticians provide in local communities.”
To find out more about the campaign, visit www.eyelovelocal.co.uk
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