Moorfields Eye Charity
Engagement campaign for a leading eye charity
Driving innovation in eye health
Over 2 million people in the UK live with impaired vision – and that’s set to double in the next 30 years. Moorfields Eye Charity raises money for breakthrough research, state-of-the-art equipment and innovative approaches to service delivery – to benefit patients with sight loss at Moorfields Eye Hospital and worldwide.
Red Stone were appointed by Moorfields Eye Charity to create a campaign to increase awareness of eye health, and build new audiences through sign-ups to the charity's channels.
Tick tock
In the time it takes to read this case study, someone in the UK will start to lose their sight. Or every six minutes to be exact.
Sight loss is a widespread issue which could affect people close to us. Highlighting how often people start to lose their sight, we developed the ‘tick tock’ campaign to focus on how vital the work of Moorfields is.
Change here for Moorfields
We created a set of visually striking assets leading with the urgent ‘every six minutes’ statistic. The placement of the posters at Old Street tube station gave the campaign an added salience. The nearby location of the hospital and Moorfields being mentioned in tube announcements helped the campaign drive action.
The tube station posters were supported by the campaign on social media channels and an audio campaign that could be heard on radio networks and Spotify.
"This is an opportunity for Moorfields Eye Charity to spread the word to many more people that sight loss could happen to anyone, and the more we can do to support world-leading researchers and innovators at Moorfields and UCL, this will transform the lives of people with sight loss."
Robert Dufton, chief executive, Moorfields Eye Charity
International Business Awards (Stevie Awards) 2024
Winner: Integrated campaigns / Advertising
Winner: Cause focused / Posters
Polaris Awards 2024
Winner: NGO – Health campaign category
Purpose Awards 2024
Finalist: Charity/NGO - Best Health Cause Campaign
International Business Awards (Stevie Awards) 2024
Bronze: Marketing Campaign of the Year - Healthcare - Disease Education & Awareness
"The campaign's focus on the human impact of sight loss has strong emotional appeal and the creative execution is excellent with powerful visuals and storytelling on posters and social media."
Judge, Stevie Awards
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