Organization: American Academy of Ophthalmology (San Francisco)
Campaign: Keep Eyes Safe from Flying Champagne Corks
Duration: December 17 - 31, 2012
Budget: about $40,000
Leading up to the New Year's Eve holiday, the nonprofit American Academy of Ophthalmology (AAO) used the potential hazard of flying champagne corks to stress eye safety and continue to raise awareness of its eye health and safety information program called EyeSmart, which launched in 2007.
“We're always looking…to raise visibility about eye health, ophthalmology, and the role of ophthalmologists,” explains Christine Douglass, PR manager at AAO. “Doctors see patients every New Year's Eve with champagne cork eye injuries, so the issue was a timely hook.”
An audio PSA, an “Ask an Eye MD” video, and postcards with safety tips were newly created for this effort.
National general consumer and healthcare media were pitched, as were local outlets in 12 states in which AAO identified a need to raise ophthalmology awareness. The audio PSA was also pitched in local markets.
AAO member Dr. Monica L. Monica, MD, PhD, served as spokesperson and participated in a SMT on December 20 and a RMT on December 26 and 27. She's also featured in the “Ask an Eye MD” video on EyeSmart's website and YouTube page.
Regular posts on EyeSmart's Facebook and Twitter page highlighted the video PSA and other safety tips.
Between December 17 and 31, people who liked EyeSmart's Facebook page were routed to the video PSA and automatically entered to win a $50 Amazon.com gift card.
Member doctors were provided postcards with champagne cork eye safety tips to give patients. Douglass' team also provided sample social media posts to member doctors, select mom bloggers, and partner organizations, such as Sharecare.
The campaign was also promoted on AAO's main website and in its email newsletter.
GetEyeSmart.org visits and page views both increased in December compared to November. Visits were up nearly 30,920 to 463,655, and page views were up 15,194 to 922,980. The champagne cork eye safety page got 40,000 views, double the goal.
“A major business objective was to reach 1 million GetEyeSmart.org page views by March 2013, and this campaign really helped,” Douglass notes.
Earned placements hit 725 (more than 300 million impressions) in outlets such as USA Today, The Washington Post, and NBC Nightly News.
The radio PSA aired 789 times on 83 stations in targeted states. The YouTube PSA got 21,000 new views, five times the goal.
Facebook likes increased 20% to more than 6,000.
Several eye disease and eye health awareness campaigns are slated this year, including an injury prevention campaign launching in April.