Bausch + Lomb Inspires Americans to Fight for Their Vision During National AMD Awareness Month

Challenge

Zeno was challenged with expanding awareness of AMD and educating consumers on steps to help reduce their risk of progression. Together, Zeno and Bausch + Lomb partnered with Prevent Blindness to urge consumers to fight to preserve their vision for the future by becoming AMD Awareness Month Ambassadors and sharing their personal #WhyEyeFight stories as a call-to-action for others to join the fight so that they don’t miss out on what is close to their hearts.

Disruption

The #WhyEyeFight campaign launched with a national satellite media tour featuring campaign spokespeople Barbara Knickerbocker Beskind, a 92-year old conceptual designer in Silicon Valley living with AMD, and a New York-based retinal specialist. Barbara shared what motivates her to preserve her vision for the future while Dr. Cooney provided insight into AMD and steps that can help reduce the risk of progression if someone is diagnosed.

The #WhyEyeFight conversation ignited online with content by top-tier influencers within the 60+ community sharing their personal motivation for preserving their sight and encouraging their audiences to put their heart behind their fight for sight through blog and social content. Consumers shared their stories on Facebook and Twitter with hashtag #WhyEyeFight along with a co-branded #WhyEyeFight Facebook badge and a series of engaging infobites highlighting insightful stats about AMD.