Finalist
The Eyes Have It
Summary of work
We partnered with Roche, the Macular Society and Fight for Sight to form ‘The Eyes Have It’ partnership. We co-created and implemented a campaign which rewrote the rule book on raising the profile of a historically neglected area of health.
The partnership was a highly unusual approach for two reasons: firstly, it focused on a collaborative approach; and secondly because it used humour to drive genuine parliamentary engagement.
We designed our strategy around the experiences of patients and galvanised support networks to amplify key messages. Making sure our materials were accessible to people with sight loss was key.
Together, we identified areas of policy we wanted to change at a national level – and used a pun to get there. This resulted in one of the most successful Politico London Playbook partnerships of 2021, an online challenge raising awareness amongst policymakers and a physical event which ultimately led to transformational change.
Our campaign pushed long-standing efforts to call for an NHS National Clinical Director for Eye Care over the line, ensuring system change in eye care called for by ‘The Eyes Have It’ will be driven forward by the NHS – helping up to 2.5 million people with sight loss in England.
Judges’ comments
The Eyes Have It had strong insights and data points. The Objectives were excellent, with a strong strategy and clear innovation. This entry captured the judges’ imagination with its creativity. Overall, an original programme with great results.
