How do you raise awareness with Islanders that PEI Optometrists should be your first call for eye health? Start with a survey, conduct market research, and define your key messages and target audiences. You then define the tone, hook and develop the creative that will catch people’s attention and have them want to learn more. In just 3 weeks after the campaign launched, we had over 15,000+ YouTube video views which translated into increased calls and questions direct to Optometrists across the Island. Now those are the results we like to “see”!