Turning Eye Care Into a Habit
The Alberta Association of Optometrists represents more than 900 optometrists practicing in 120 communities across the province.
Access to eye care was not the problem. Getting people through the door was.
Eye care sits near the bottom of most people’s health priorities, even though Albertans consistently rank eyesight as their most valued sense.
Annual exams for children under 19 and seniors over 65 are covered by Alberta Health, and many Albertans didn’t know it. The campaign had to close the distance between how much people value their sight and how rarely they act on it.
Parents already run a daily curriculum of health habits: brushing teeth, bathing, eating vegetables. Repetitive, sometimes exasperating, and eventually permanent.
Eye exams belong on that list and had simply never been put there.
Framing eye care as one more familiar ritual, rather than a new obligation, made the ask feel small enough to act on.
Eyes Need Care Too.
A series of warm videos and playful visuals placed the eye exam alongside the daily rituals parents already enforce, and pointed at the two groups with the highest need and full coverage: kids and seniors.
Naming the existing Alberta Health coverage removed the assumed barriers of cost and access.
The work rolled out across Alberta through digital, out-of-home, print, streaming video and audio.
Preventative health doesn’t grow through alarm; people tune warnings out. It grows by attaching to the habits people already keep.
Sight isn’t something to take for granted, and caring for it doesn’t have to be complicated. Sometimes it’s as easy as booking an appointment.
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