Campaign Brief
- Event: World Glaucoma Week
- Channel: Instagram campaign series
- Audience: Adults at risk who delay preventive eye checks
- Goal: Increase awareness and convert attention into screening action
- My role: Campaign concept, caption copy, CTA logic, hashtag structure
Campaign Goal
Increase public awareness and screening behavior during World Glaucoma Week.
Execution Strategy
- Series of short, emotionally resonant captions paired with campaign visuals.
- Message framing centered on glaucoma as a "silent thief of sight."
- Calls to action focused on immediate screening and sharing behavior.
Caption Samples
Post 1
You can lose sight without pain.
Glaucoma often progresses quietly. Book a screening this week and protect what matters before symptoms arrive.
Post 2
Clear vision today does not guarantee clear vision tomorrow.
One routine check can catch damage early, when treatment still works best. Share this with someone who keeps postponing theirs.
Campaign Results
| Metric | Pre-campaign baseline | Campaign window |
|---|---|---|
| Post shares | 120 average / week | 500+ total campaign shares |
| Profile actions | 1x baseline | 2.7x baseline |
| Clinic booking inquiries | Low and inconsistent | Consistent uplift during campaign period |
| Campaign hashtag reach | Minimal | Expanded local awareness footprint |
Strategy note: this campaign performed because it made preventive care feel immediate, personal, and doable - not abstract.
Why This Piece Matters
It demonstrates social copy that can educate and convert at the same time. The writing balances emotional resonance, public-health responsibility, and practical action design.