Creative Execution

The 12-day “Eye Can Succeed” event was conducted in Rizal High School (July 18-20, 2017), University of Makati (September 20-22, 2017) and Santa Elena High School (September 27-28, 2017). In each event, senior high school students with vision problems received free prescription glasses. A total of 3,115 prescription eye glasses were given away during the campaign. In Rizal High School of the 2,022 senior students who underwent eye examination, 736 students had 20/20 vision while the remaining 1,286 were diagnosed with vision problems. At the University of Makati, of the 2,289 examined, 1,087 students had 20/20 vision while 1,202 needed eyeglasses. In Santa Elena High School 1,170 students had their eyes examined. Of these, 552 had 20/20 vision while 627 needed eye glasses. “Eye Can Succeed” examined a total of 5,490 public school students. Students who received assistance are expected to perform better academically as they prepare for college.

A total of 5,490 eye examinations were performed and 3,115 free eye glasses were distributed to senior students of the three schools. “Eye Can Succeed” directly addressed the problems of its target beneficiaries. Prescription glasses were issued to public school students who could not afford them and could not pay for consultations with eye doctors. Vision problems of the senior high school students were treated. “Eye Can Succeed” helped enhance the reputation of Essilor. The communication objectives were attained based on media coverage. Feature stories and news articles about the event and its beneficiaries appeared in leading newspapers and news sites. For the months of July, August and September 2017, the publicity PR value estimated at Php 5,491,913 (105,449.47 USD) while advertising value was at about Php 801,703 (15,387.83 USD). Essilor is set to mount free clinics and give away eyeglasses to more public school students every year.

Millions of Filipino children and young adults in the Philippines suffer from poor eyesight due to poor nutrition, lack of access to eye care services and lack of awareness on the importance of eye check-ups. Poor eyesight affects learning and development resulting in low grades and limited opportunities. To help public school students who cannot afford eye treatment, Essilor mounted “Eye Can Succeed,” an awareness campaign that highlights eye health as a tool for success. Free eye care services and eyeglasses were given to senior high school students. Stories about ‘ Eye Can Succeed’ were shared with local media.

Essilor focused on senior high school students because academic performance is crucial at this level, as students would be preparing to enter college. Clear eyesight is important for optimal performance in class and to achieve the required grade to qualify for their chosen college courses and universities. To strengthen awareness of the importance of eye health, informative and encouraging stories about “Eye Can Succeed” were provided local media and online news portals. Articles focused on the benefits of good eyesight in learning, personal development and community progress. The communication campaign emphasized how visual health affected academic performance and how vision problems could hamper development and adversely affect one’s future. “Eye Can Succeed” is only on its initial phase. Essilor Vision Foundation aims to give away a total of 10,000 pairs of eye glasses.