Let’s face it, not everybody knows what an Optician is or does. We’re often confused with Optometrists and we’re not always seen as trained health professionals who help people see.
The Opticians Council of Canada (OCC) is running the first nation-wide campaign to raise awareness among the public as to the value of our profession. Awareness doesn’t come quickly. It builds over time so we’ve planned a multi-year campaign. We’re just at the beginning.
There are two audiences for this campaign:
- The Public
- Opticians. (Read Rallying Opticians to learn why YOU are key to the success of this campaign.)
Public Campaign Objectives
- Raise awareness of Licensed Opticians as the professionals you go to, for optimized vision.
- Build positive perceptions of Opticians.
- Encourage the public to ask for a Licensed Optician
- Highlight that Opticians are highly educated professionals who they can trust to help them find the perfect solution for their vision.
Campaign Snapshot
We will use TV ads to reach the general public. Surprisingly this is a more cost effective approach than print or radio advertising and it gives us the ability to be more creatively impactful so we can differentiate our profession. TV also allows us to target channels and viewing times that are most applicable to our audience. Click here to see the ads and a schedule of where they’ll run.
You have a role to play in helping us reinforce the campaign and helping the public make the connection and between the TV ads and an Optician’s store. We’ve prepared the following in-store items to make it easy for you to participate and have highlighted ways for you to get involved.
At the end of the year we’ll be measuring public uptake and will seek feedback from you as to what’s working and what can be improved. We’d also like to get you involved in helping us measure the campaign. Click here to learn how. We’ll take this information forward into next year’s campaign in which we will continue to build awareness and understanding among the public. So stay tuned and give us feedback.
2010 National Awareness Campaign. Learn more!