ALL TOO OFTEN parents who lack resources feel they have no choice but to delay preventive healthcare for their kids. Rio Rancho, New Mexico eyecare practice City of Vision decided this situation could not stand and found a creative way to enlist the help of their community and provide free eyewear to children who need it.
THE IDEA
The practice created its City of Vision Cares mission in 2022 to establish a pediatric eyecare outreach program. Inspired by stories shared by their optician, Sandy, as part of the mission they launched the See Better, Learn Better campaign to address the challenges faced by parents in providing glasses for their kids. Says owner Dr. Tracy Ho, “We collaborated with a local preschool to identify children who would benefit from our program and were able to directly connect with families and assess their eyeglass needs.” Eventually the campaign was expanded to include the entire community by creating a nomination form on City of Vision’s website, allowing individuals to nominate children in need. “This outreach effort helped us reach a wider audience and ensure that no child was left behind.”
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THE EXECUTION
Ho’s team introduced donor badges of quails sporting glasses, designed by Dr. Lauren Roverse, one of the practice’s multi-talented optometrists. To expand the campaign’s reach, Sandia Digital was recruited to develop a landing page with a nomination form, while Sol Operation Solutions utilized Dr. Roverse’s artwork in social media posts and reels to engage the community.
Eyewear recipients were selected via referrals from schools and/or the nomination form on the website. “As the campaign evolved, we were able to expand our reach to everyday children in the office for a comprehensive exam who needed a primary or spare pair of glasses for school,” says Ho.
Eyewear was sourced directly from the City of Vision eyewear collection and the in-office lab was used to cut and finish lenses. (This year, the practice is partnering with ClearVision Optical and The McGee Group, who will donate over 100 frames.) Ho also credits the area’s “amazing” school nurses. “They played a crucial role in spreading the word.”
The first See Better, Learn Better campaign collected 212 badges and raised $2,700. With Dr. Ho matching the donations, this allowed for 54 pairs of glasses for children in the community.
THE REWARDS
Ho says the campaign increased awareness about pediatric eyecare, to say nothing of the impact on the families. “Witnessing the joy of 54 children receiving glasses and the relief of 54 parents who no longer had to compromise their children’s vision due to financial constraints was incredibly rewarding.”
The campaign also served as a powerful team-building tool, instilling a renewed sense of enthusiasm. “We derive immense joy from supporting our community through this important initiative. Knowing that our efforts positively impact the future of the children in our community brings a deep sense of fulfillment.”
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Do It Yourself: Create a Community Outreach Program.
- IDENTIFY NEEDS. “Research and identify services that would genuinely benefit your community and that align with your passion,” says Dr. Ho.
- COMMUNICATE. “Engage in open discussions with your team to foresee potential obstacles, fostering a collaborative environment where everyone learns and adapts together.”
- BRAINS TRUST. Ho recommends assembling a “marketing dream team” of experts including your website developer and a social media management professional.
- USE THE RIGHT TOOLS. Create posters with QR codes linking to nomination pages, print badges for donors, and incorporate a photo release form for parents to enable sharing images.
- CELEBRATE AND SHARE. “Embrace the journey, celebrate community love, and share your initiatives widely, creating a positive narrative that inspires your team and community.”