it’s time to Be Seen.
challenge
Despite a century of expertise, Vision Forward needed to elevate its brand presence and philanthropic reach following a move to a new location. HY was tasked with repositioning the organization as Wisconsin’s leading lifeforce for holistic vision loss support.
human truth
Vision loss doesn’t mean you can’t live a rich, independent life.
Big idea: Be Seen.
approach
HY stopped talking about what Vision Forward does and started showing what its clients do. The "Be Seen" campaign swapped clinical compassion for human vibrancy, using a cross-media blitz to prove that visual impairment is just one chapter of a full, rich, and independent life story.
highpoint
- A premium campaign video signaled the start of the omnichannel launch.
highpoint
- Print ads in Milwaukee Magazine showcased advocates living rich, independent lives.
highpoint
- Visitors to the new Vision Forward office grand opening got a first look at the big, bold advocate banners.
highpoint
- High-impact, disruptive out-of-home poster placements in Milwaukee’s Third Ward, along with digital OOH, used accessible QR codes to drive views and donations.
highpoint
- Ongoing social media continues to share engaging advocate stories and drives donations and awareness for Vision Forward.
results
- fundraising connectivity: awareness campaign coordinated with capital fundraising campaign, aligning timely milestones to key media moments.
- high-impact creative: show-stopping headshots and client-interview style video serve as heart-warming, empowering campaign hero pieces.
- social growth: generating more social traffic than ever before by expanding audience reach outside existing following.
- brand growth: successfully fueled philanthropic interest and expanded statewide awareness.
Did you know? Since 1919, Vision Forward has championed inclusion, independence and opportunity for people with vision loss across Wisconsin.
