Campaigns: CSR - Puppy love for hard man Roy Keane

Campaign: Launch of Irish Guide Dogs for the Blind/Specsavers Shades
Client: Specsavers
PR team: Life Communications and Irish Guide Dogs for the Blind
Timescale: April-May 2009
Budget: Less than EUR10,000

Specsavers wanted a CSR campaign to highlight the company's strong Irish presence and engage the 34 stores across the country.

Objectives

- To highlight that Specsavers offers a service to the Irish community

- To sell special pins to raise money for the Irish Guide Dogs for the Blind Shades campaign.

Strategy and plan

Specsavers became the title sponsor and partner for the Irish Guide Dogs for the Blind Shades campaign, which was supported by Irish football legend Roy Keane. The campaign was launched at Croke Park Stadium in Dublin with a photocall featuring Keane, and press briefings and media kits were handed out.

Measurement and evaluation

The campaign launch appeared on the front pages of The Irish Times, Irish Independent and Irish Daily Star, and the following day it appeared in every single daily Irish newspaper.

Results

Footfall to Specsavers to buy the campaign pins increased by 15 per cent, and the Shades campaign is on course to raise more than EUR300,000 for Irish Guide Dogs for the Blind.

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