#EYESEEPINK

THE BACKSTORY

A staple in the Central Valley, EYE-Q has been dedicated to serving the community for over 60 years. One of the largest and highest-regarded vision care centers in the Valley, the compassion EYE-Q has for their patients goes well beyond eye care, and in many cases, involves support for patients’ everyday lives. In the process of seeking new ways to give back, they have identified causes that are near and dear to the hearts of their board as well as their employees. Breast cancer awareness was at the top of their list.

THE CHALLENGE

EYE-Q wanted to promote awareness in the Central Valley and encourage donations from the public. The goal of the campaign was to connect with and support patients who have been affected by breast cancer, directly or indirectly, and raise money for the local Radin Breast Care Center at Clovis Community Medical Center. The problem: there was no clear tie-in for breast cancer awareness and EYE-Q.

THE ARCHER & HOUND TREATMENT

Enter #EYEseePink, the title and centerpiece for a breast cancer awareness campaign Archer & Hound developed, and the entire EYE-Q staff got behind. To kick-start the campaign, EYE-Q took to the streets—of Old Town Clovis, that is. Taking over a busy Friday Farmers Market in Old Town, bright pink banners and posters lined the streets and adorned every business’s window. With an event attendance of over 10,000 people, the bright pink sunglasses embellished with #EYEseePink and selfie stages were a huge hit.

This grass-roots philanthropic campaign allowed a large organization like EYE-Q to connect with the public in a non-traditional way.

The month long fundraising event was supported with community donations, and EYE-Q employees eagerly dedicating a percentage of their paychecks to support the cause; ultimately leading to a check donation to the local organization.

Above all of the monetary success, one of the greatest achievements was a story of a patient, who happened to come into EYE-Q’s Fresno office to purchase a pair of glasses immediately following her first chemo treatment for breast cancer. When she was greeted with the bright pink #EYEseePink banners, sunglasses, and collateral, she wrote a heartfelt thank you note, admitting the support was not expected by her eye care provider, but perfectly delivered—on a day she needed it most. This patient eagerly became an ambassador for the campaign, spreading the word, promoting through social media posts, and allowing us the privilege of interviewing her for a blog.

What started as an idea to spread compassion ended up affecting a huge amount of people on a personal level and reinforcing the great work EYE-Q does every day.