Eye health is often overlooked until problems arise, yet vision is among our most precious senses, essential to our quality of life. Early detection and proper eye care can prevent many serious eye conditions and promote overall health. Recently, ChangeMakers, a leading marketing and communications agency, has partnered with the Alberta Association of Optometrists (AAO) to strengthen the message about the importance of eye health across Alberta. This partnership marks a significant step in public eye health advocacy, aiming to educate people of all ages about regular eye exams and early intervention to maintain good vision.

Understanding the Importance of Eye Health

Vision is central to how we interact with the world, affecting learning, work, safety, and social connections. Poor eye health can lead to challenges in daily living, impacting independence and mental health, especially for older adults. Despite this, many people skip regular eye exams or don’t understand the need for preventive care.

• Common eye conditions preventable or manageable with early care (e.g., glaucoma, cataracts, macular degeneration)

• Eye exams as windows to overall health (e.g., detecting diabetes, hypertension)

• The wide age range for eye care: from children’s vision screenings to senior eye care

 Who Are ChangeMakers and the AAO?

• ChangeMakers: A 400+ person independent reputation management and social impact marketing agency with offices across North America. Known for purpose-driven communications aimed at strengthening important causes.

• Alberta Association of Optometrists: The professional body representing over 900 optometrists in Alberta. AAO members are trained health professionals providing essential eye and vision care in over 120 communities province-wide.

Together, both bring complementary expertise: AAO with clinical knowledge and ChangeMakers with marketing and communications strategies.

The Partnership and Its Goals

In early 2025, ChangeMakers secured a major advocacy contract with AAO. The campaign focuses on:

• Raising awareness about the importance of regular eye exams for all ages

• Educating the public on how eye health impacts overall well-being

• Encouraging early detection of eye diseases to prevent vision loss

• Improving access to eye care services in urban and rural areas

ChangeMakers plans to use various communication channels including social media, news media, influencer partnerships, and digital marketing to reach diverse audiences across Alberta.

 Why This Campaign Matters Now

Several factors underscore the urgency of this campaign:

• An aging population increasing the risk of eye-related diseases

• Growing awareness of the connection between eye health and chronic conditions such as diabetes

• Increasing screen time causing strain and new challenges in eye care

• Rural and Indigenous communities facing barriers to accessing eye care professionals

This campaign aligns with broader health trends emphasizing preventive care, patient education, and equity in health services.

The Strategies Behind Effective Eye Health Advocacy

ChangeMakers’ strategy includes:

• Storytelling that connects emotionally with people’s daily lives

• Clear, easy-to-understand messaging to break down medical jargon

• Leveraging influencers and trusted community voices to build credibility

• Multi-platform reach to engage different demographics

• Media buying and earned media to maximize visibility and engagement

Each element supports the educational goal of making eye health a priority for all Albertans.

 How Eye Care Benefits Communities

Regular eye care doesn’t just benefit individuals. It reduces healthcare costs over time by preventing complex conditions. Good vision supports education outcomes for children, productivity for workers, and independence as people age. This campaign helps foster healthier communities across Alberta.