RANCHO CORDOVA, CA: VSP Vision Care is launching a combined consumer and b-to-b campaign aimed at raising awareness about the connection between eyecare and overall health, as well as the role eye doctors play in the treatment of diabetes.
"VSP Eye on Diabetes" is a two-pronged campaign targeting the general public (in particular groups at risk for diabetes ) and optometrists.
The campaign, which is being managed in-house with support from VSP's AOR, KCSA Strategic Communications, will run for two days across five consecutive states beginning May 21 in Little Rock, AR. Later in the year the campaign will also run in Topeka, KS, Austin, TX,; Denver, CO and Indianapolis, IN.
Consumer PR activity for the campaign will include local media outreach to raise awareness of eyecare and diabetes and an offer of free eye exams and diabetes screenings to low income and uninsured families.
VSP will be promoting its consumer campaign through its Facebook fan page, which will also feature a video with Bill Nye, the Science Guy and diabetes educator, Dr. Roger Phelps. In addition, VSP will also be targeting approximately 250 bloggers in technology, science, health, and parenting.
For the b-to-b elements of the campaign, VSP plans to reach out to licensed optometrists within its doctor network to encourage attendance at a free education course in each of the cities. The courses will feature nationally-recognized speakers in the areas of diabetes, ocular disease, and systemic disease.
VSP has also partnered with the American Diabetes Association to provide detailed diabetes information on its website and the “Ask the Eye Doctor” section on the ADA website.
Both the consumer and B2B campaigns will be supported by regular blogs and tweets.
Jill Novelo, PR specialist at VSP Global said, “The most significant message we want to get across is to emphasize the importance of an annual comprehensive eye exam to detect and manage diabetes.”
Measurement metrics for the PR campaign will include attendance numbers at the education courses and the number of people who sign up for comprehensive eye exams. In terms of social media impact, VSP's goal is to build its Facebook fan number to more than 10,000 by August 2010.
VSP Vision Care is part of VSP Global, a not-for-profit vision benefits and services company that has 55 million members in the US.