ASCO

Optometry Gives Me Life

The association which oversees the schools and colleges of optometry, ASCO, needed to turn around a decade of decline in student applications. An especially concerning trend given the greater needs of an aging population and the huge rise in electronic device use. The fact is potential STEM candidates chose other doctor careers over becoming an eye doctor.

While it may lack the TV-drama worthy nature of the ER, there’s a lot going for optometry. Autonomy, financial reward, patient relationships, improving lives, and above all, a real work/life balance. Optometry gives doctors the time and opportunities to shape their careers and their lives.

By leaning into Gen Z’s craving for real stories of real people, we are leading our audience to discover the vibrant, aspirational potential lives they could live.

Miki’s story :60s

Muriel’s story :60s

Jeffrey’s story :60s

Anthem :60s

:10s social cut (built to seamlessly loop).

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Click to enjoy all the site’s interactions.

Click to enjoy all the site’s interactions.

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In meeting the doctors who exhibited diversity in career path, location, and ethnicity, it was immediately and abundantly clear that our brief and therefore our concept was absolutely on point. Three charming, buoyant OD’s who were full of life.

Our production needed to harvest enough motion and still photography to furnish the huge media needs for a good chunk of the planned 5 year campaign. Think of a touchpoint the chances are we created it in multiple. Optometry gives me life is a bright, bold, and engaging campaign that mirrors the career it aim to benefit.

And it’s working. As we near the midpoint of the campaign Optometry is becoming a serious career consideration, the tide clearly turning, and the metrics are nothing short of remarkable. It’s not only our target audience who’s taking notice with the work winning a Gold ASAE (American Society of Association Executives) award.

 
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