The Eyes Have It Partnership

Client: Roche

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. Together, we identified areas of policy we wanted to change at a national level – and used a pun to get there. 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.