Turning Eye Care Into a Clear Priority

Despite having over 900 optometrists in 120 communities, the Alberta Association of Optometrists (AAO) knows eye care is still often overlooked.

The Alberta Association of Optometrists (AAO) launched a province-wide awareness campaign with a clear but often overlooked message: eyes need care too. The campaign encouraged Albertans, particularly parents, children, and seniors, to treat eye health as an essential part of preventative care and to book annual eye exams.

Despite over 900 optometrists practicing in 120 communities across Alberta, eye care remains one of the most under-prioritized aspects of personal health. Research showed most Albertans ranked eyesight as their most valued sense, yet few regularly visited an optometrist. The gap between perceived value and actual behaviour became the creative opportunity.‍

Eyes Need Care Too compared eye care to the daily rituals many parents enforce with young children, such as brushing teeth, bathing, and eating vegetables. These repetitive, sometimes frustrating routines eventually form healthy habits. Through a series of warm, witty videos and playful visuals, the campaign reframed optometry as something just as simple and essential, but too often forgotten.

The messaging targeted two key groups with the highest need: children under 19 and seniors over 65, both of whom are eligible for annual eye exams covered by Alberta Health. But many Albertans didn’t know this.

By highlighting the existing coverage and eliminating perceived barriers like cost and access, the campaign aimed to remove friction and normalize routine eye care. The work rolled out across Alberta spanning digital, out-of-home, print, streaming video, and audio platforms. Video ads focused on young families, positioning eye exams as one of the easiest healthy habits a parent can build.

The campaign reminded Albertans that sight isn’t something to take for granted and care doesn’t have to be complicated. Sometimes, it’s as easy as booking an appointment.

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