Brand Activation

ASCO Eye Opener Sessions

Growing the optometry field — one connection at a time.

From

Interested in the medical field, but oblivious about optometry.

To

Inspired by an accessible, first-step meetup with an eye doc.

By

Creating a digital doctor-student matchmaking platform.

Brand Strategy
Campaign Development
Web Development
Social Content Creation
Collateral
Apparel Design
Campaign Playbook
Agency Integration Leadership

Growing the optometry field — one connection at a time.

Increasing applicants to the field of optometry is a key mission for the Association of Schools and Colleges of Optometry (ASCO). But getting college students to pursue a career in optometry is no small task—it’s one of the biggest life decisions they’ll make. After talking to dozens and dozens of students currently in optometry school—who’ve already made the decision to become Doctors of Optometry—one of the biggest factors in their choice was talking to an optometrist. So, how could we get more conversations going between prospective ODs and current ODs? By taking the same approach this generation uses for dating, and using it to facilitate mentorship.

Eye Opener Sessions is a matchmaking experience that helps college students find, connect, and meet up with a Doctor of Optometry. When they sign up, there are a few questions that both students and ODs answer to help make the match—from hobbies and interests to preference for a virtual session or IRL meeting.

Bright, illustrative design helps break through and stand out in a space full of white lab coats, sterile environments, and stock photography. We promoted the sessions through activations like sticker bomb packs at career fairs, promo kits for participating doctors to display in their practices, and lofi beats that help students stay focused when they study.

Overall, this campaign is helping overcome one of the biggest challenges—finding an optometrist to talk with—to create more of the connections that are the biggest contributing factors to a student’s decision to become a Doctor of Optometry.

The Eye Opener Sessions website became the perfect tool to create mentorship experiences between Optometrists and students considering optometry as a career.

Lofi beats

Driven by student lifestyle insights, we integrated tactics that reinforced the Eye Opener Sessions content even when students were studying with this Lofi beats YouTube video.

The campaign included tools for optometrists to pormote the initiative as well as a direct mail package to students interested in mentorship opportunities with professionals already in the field.