Lions World Vision Institute (LWVI) and the Glazer Vision Foundation have had a longstanding partnership that utilizes a mobile clinic focused on early eye problem detection in Title 1 Headstart, VPK, and K-5 schools in Hillsborough and Pinellas Counties. This mobile vision clinic brings doctors and eye care specialists, along with an on-site prescription lens lab and a full selection of eyeglass frames, to schools and community organizations throughout Tampa Bay providing free eyecare and eyewear to kids in need. Due to the great service this partnership has provided to children in need, LWVI received a grant through the State of Florida to develop a marketing plan aimed towards building community awareness of the program and a STEM curriculum focused around eye care and hygiene for kids in our target school systems.
Upon receipt of the grant, LWVI sought a creative marketing agency to develop a marketing plan and creative execution of materials for their youth outreach program in association with the Glazer Vision Foundation.
Marketing Plan and Campaign Development
We developed a marketing plan focused on communicating the importance of eye health, while ensuring it was engaging with both kids and parents. These tactics were to be deployed through the school system and community partnerships via posters, emails, flyers, digital signage, a digital calendar of events, and more. To support the tactics of the plan, we developed an overall brand look, strategic messaging, custom illustrations, and a social media toolkit to go along with the STEM curriculum and eye care kits for kids.
The main educational piece of the LWVI grant included developing the STEM curriculum for our target schools to review with children prior to the arrival of the mobile vision clinic. The curriculum created by LWVI’s education developer consisted of three modules: eye anatomy, eye hygiene, and preventable blindness. Topics like this can often be difficult for young children to understand, so our challenge was to make these STEM modules engaging for kids while still being effective at teaching them the basics of eye health. We also needed to support the teachers by making the modules easy to teach. In order to accomplish this goal our team developed a multitude of games, puzzles, and activities for kids to work through in the classroom, built around different teaching modules. And, we can’t forget Lens and Iris, the custom lion character illustrations who were developed to shepherd the kids through each module.
The campaign was a success, receiving many positive reviews from teachers and community leaders who shared how much fun the children had actively learning how to take care of their eye health. With this success will come an expansion of the curriculum to focus on middle school children in the same school systems to further serve community health needs.
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