Eye Health Month 2010 Children’s Eye Health CAMPAIGN WRAP-UP

1. Eye Health Month 2010 Children’s Eye Health CAMPAIGN WRAP-UP Presented by: Lauren Bondar and Charles Muggeridge

2. Eye Health Month 2010 Our Story – Children’s Vision overlooked by Canadian parents; New research shows nutrition and socializing are ranked as higher priorities • Canadian optometrists are urging parents to make their children's first test an eye exam. • New research shows that children’s eye health isn’t the priority it should be for parents with nutrition and socializing ranked higher. • Emphasized that 80 per cent of learning in school is visual • Focused on the potential impact on undetected vision strain can have on academic performance specifically learning and reading. • Highlighted eye health issues that can affect children including amblyopia (lazy eye) and farsightedness • 20/20 vision doesn’t necessarily mean a child has good vision.

3. Eye Health Month Spokespeople Nova Scotia Dr. Carol Doman Dr. Allison Scott New Brunswick Dr. Lillian Linton PEI Dr. Susan Judson Dr. Bonnie Gallant Ontario Dr. Joseph Chan Dr. Mira Acs Dr. Debbie Jones Dr. Kristen North Dr. Josee Martineau Saskatchewan Dr. Leland Kolbenson Dr. Mike York Manitoba Dr. Scott Mundle Dr. Don Williamson Alberta Dr. Diana Monea Dr. Riaz Ahmed Dr. Neepun Sharma Dr. Kim Bugera Dr. Tanya Sitter Vancouver Dr. Antoinette Dumalo Dr. Michael Kellam Dr. Manbir Randhawa

4. How We Told It Several different communication tactics throughout the month of October to reach our target market and tell our EHM story. • Matte Stories - 3 different matte stories distributed to local print outlets across Canada communicating EHM key messages • Seeing Smart: Their eyes deserve an optometrist • Children’s eye health overlooked by Canadian parents • Ask an optometrist - What you need to know about your child’s eye health • Audio News Release • Pre-recorded radio clips including Dr. Joseph Chan and patient spokesperson • Video News Release • Included interview with Dr. Joseph Chan and young patient who was diagnosed with retinoblastoma after her first visit to the optometrist. • Distributed to traditional media outlets across Canada • Distributed online to popular websites

5. How We Told It • National Media Relations • Conducted survey with Leger Marketing and survey of Canadian Optometrists (Survey Monkey) • Developed key messages, National and regional media releases • Distributed media release across Online News Wire • Media Outreach in Vancouver, Calgary, Edmonton, Winnipeg, Saskatoon, Kitchener, Toronto, Ottawa and Halifax

6. How We Told It • Urbanmoms.ca partnership • Formed a month long partnership with urbanmoms.ca • More than 100,000 readers monthly • Eye Health Month creative on home page • Online mother influencers sharing their personal stories • Founder Jen Maier shared her story in “Mom’s the Word” of her young daughter with amblyopia • Blogger Katherine told the story of her daughter getting glasses in “Losing It” • Eye Health month messaging and creative in two membership newsletters

7. EHM 2010 Results More than 40 million media impressions from MRP and 137 different pieces of coverage * • 23 print hits • 15 online print hits • 14 television hits • 62 radio hits • 23 online video hits • Urbanmoms.ca – Feedback from mothers • “Vital and important information. Thanks for the reminder Jen. Cuyler is the only one of my kids who has had a (somewhat) proper eye exam. Time to make the call.” • “It hasn't occurred to me to take the girls yet.... now I will. Thanks.” • “I've had glasses since the age of 6. I needed them long before that. If I had my eyes checked earlier, they probably would not be as bad as they are, as eye exercises and having a proper prescription would have helped. There are also academic impacts if a child is not seeing properly. Set them up for success. Just like with any other health routine, it really can't hurt to go regularly.” * Full media breakdown and urbanmoms.ca coverage provided separately

8. What is MRP? • Canadian standard of PR measurement — Media Relations Rating Points (MRP). • MRP is property of News Canada and consistently updated to reflect the evolving media landscape • MRP uses audited audience data supplied by the leading independent research firms in each of the mediums. • Audience reach/impressions reflects the individual standards and methodology of collecting the data for each of the media. The PR industry has established the accepted practice of aggregating the reach from the various media to provide a total reach of the campaign. • Based on News Canada surveys with the web editors, articles remain on the sites for an average of 2.15 months. However, reach/impressions reported reflects a one month period only.

9. Looking Forward • FH strongly encourages the CAO complete an in-depth audit of the digital landscape to determine opportunities for engagement and conversation • FH recommends PR activities throughout the year to complement the advertising activities and own the eye health conversation in Canada • FH recommends strong digital activities directly engaging with women heads of households – key audience for the CAO

10. Key Learning's • Important the CAO and provincial associations act in concert to avoid simultaneous media stories competing with each other