CIO Awareness Campaign
Client: CIO
Agency: Le Public Système
Overview / Objectives
- How to raise awareness towards the health insurance disengagement in eye health issues
- Create a campaign designed for the general public, the optometry sector and the autorities
Strategy / Solution
- Communication approach derived from the civilisation policy concept introduced in Nicolas Sarkozy's inaugural speech 2008
- Web and PR used as the main channels to enhance the impact of the campaign nationally
- Actions: creation of a website, marketing buzz and viral films, blog influence campaigns, press relations and press conferences
Results
- 800.000 visits to the website, 3.200 subscribers in the "civic manifesto"
- 30 press articles, a cumulated audience of 7 million press contacts
- Blog relations: 16 influencial bloggers relayed the information, 180.000 single visitors
