Bausch & Lomb (Rochester, NY); The Lions Clubs International Foundation (Oak Brook, IL)PR agency
Clark CSM (Pittsford, NY)Campaign
Launch of the Pediatric Cataract InitiativeDuration
Eyecare company Bausch & Lomb partnered with the Lions Clubs International Foundation to launch the Pediatric Cataract Initiative.
"We didn't have a unified global philanthropic program," says Mike McDougall, VP of corporate communications and public affairs at the company, so they wanted to work to stamp out this issue.Strategy
Bausch & Lomb targeted the eye-health industry to get them to test children and provide care, and Lions members to get them to spread the word.
"This is a natural fit, given our mission to prevent blindness and save sight," says Nicole Brown, Lions' communications manager. Marketing firm Clark CSM developed a website and did branding, including the creation of the logo (shown right).Tactics
The initiative launched at the American Optometric Association's annual convention in mid-June, as well as at the Lions convention in Sydney, Australia, two weeks later. McDougall describes it as "an events-based strategy," building awareness and starting a call to action.
Bausch & Lomb is using Facebook, Twitter, LinkedIn, YouTube, and the eyecare industry's social network SightNation to spread awareness and direct people to its website.Results
"Every major eye-health publication in the US and Australia has covered or has pending coverage on this," McDougall explains. The Pediatric Cataract Initiative was the featured charity on CBS' The Early Show on August 12. The company also has more than 125 Twitter followers and 200 Facebook fans, mainly from the ophthalmic community, he notes.Future
The initiative will continue to roll out globally. Additional outreach will come as Bausch & Lomb provides grants later this year. The company also hopes to share stories of the children it has helped.