Moorfields Eye Charity: Awareness campaign

Client: Moorfields Eye Charity

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. 

The campaign aimed to highlight the impact on patients and emphasise the transformative work of Moorfields Eye Hospital. The charity aims to grow its income from £6 million to £10 million in five years, aligning with the opening of the new state-of-the-art eye health centre opens in St Pancras in 2027.

Conducting both quantitative and qualitative research, the strategy targeted a broader audience, including sight loss patients, their families, local communities, and businesses in London. Campaign objectives were a 20% increase in website traffic, a 20% increase in social media engagement, and gaining 2,000 new contacts during the Oct-Nov 2023 period.

The campaign visually communicated the urgency of addressing sight loss, featuring a clock face superimposed onto an iris. Posters at Old Street tube station, in addition to digital advertising on Meta, Facebook, and Google networks, surpassed engagement targets. Results included an 777% increase in website traffic, a 243% boost in social media followers, and 4,195 new contacts.

The placement of assets at Old Street tube station, complemented by radio ads, contributed to widespread visibility, exceeding the campaign’s goals. Over 1 million people at the station and 236,378 radio listeners were exposed to the campaign. The success of the campaign in generating awareness and prompting meaningful actions is illustrated by its reach and impact.