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.
highpoint
- A media and PR update is yet to come – but within a month of the campaign launch, BeSeen was recognized by Gov. Tony Evers with a Certificate of Commendation, lauding its efforts to dismantle barriers to success and inclusivity.
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 awareness.
did you know...
Since 1919, Vision Forward has supported people across Wisconsin who are blind or visually impaired. The organization empowers people of all ages, and at every stage of vision loss, live vibrant, independent lives. Read advocate stories, donate or get involved at https://vision-forward.org/beseen/
