Eye Health Awareness Month 2014 Campaign Summary Thanks to an integrated media campaign, more than one million citizens in Israel from all sectors of the population were exposed to Eye Health Awareness Month! The Sixth Eye Health Awareness Month in December 2014, concluded with great success, with public exposure significantly greater than in previous years. We inform you hereunder of the variety of activities we have undertaken in the field of preventive ophthalmology in Israel. A. Media Campaign: Production of videos and the Sixth Eye Health Magazine. B. Activities: Vision check-ups countrywide and medical advice by phone C. Public Relations in the Arab sector D. Fundraising in HaMashbir department stores A. Media Campaign 1. Eye Health Awareness Month Video of Lirot Association The Eye Health Awareness Month video produced by courtesy of the advertising agency Joshua\TBWA was broadcast on the following channels and in other locations: 1. Community Time Channel 10 - 31 broadcasts Community Time "Reshet" Channel - 58 broadcasts Community Time "Keshet" Channel - 40 broadcasts 2. 125 Discount Bank branches on Plasma screens 3. Cinema City Network screens viewed by approximately 400,000 people 4. Aroma Cafe: projection on screens in 104 branches around the country As a result of a total of about 2 million video screenings during Eye Health Awareness Month a wide audience was inspired to go for an eye examination ensuring their eye health maintenance! In addition: • Video production on AMD with Prof. Anat Lowenstein, sponsored by Novartis, winning 200 viewings • Interactive lecture by Dr. Guy Kleinman as part of the program of Joint Israel Eshel related to cataracts 2. Press The Sixth Eye Health Magazine: A special informed publication which included 17 professional articles on AMD, edited by Professor Ayala Pollack and Dr. Guy Kleinman. 150,000 copies distributed with Israel Hayom, 01.12.2014. Three days’ distribution of the digital edition approximated 200,000 viewers per day totalling 600,000 viewers. A total of 750,000 copies of the magazine were viewed by the citizens. Magazine graphics by the Art Director Efrat Britler. 3. Advertising • Nationwide advertisements on sight tests in the newspapers Ha'aretz, Ma'ariv, Sheva, The Marker, Kul al-Arab and Globes during December, with the support of the Ministry of Health. • Sight test advertisements in the Post newspaper, with the support of Dor Alon • Hundreds of people without internet connection, particularly older people, called the office to obtain addresses for sight testing at no cost close to their homes • We received tremendous appreciation from everyone for this enterprise! 4. Articles • Interview with Mrs. Nadine Hollander, Lirot's CEO on 30th December 2014 on the radio program "Everything Expected" with Irit Aniss from the Reshet Aleph station on the topic of Eye Health Awareness Month • An article in the "Sixties" magazine of the newspaper "Haaretz” on 23rd December 2014, sponsored by Discount Bank. • Zap Doctors - an article by Prof. Ayala Pollack on the prevention of blindness and a video with Prof. Anat Lowenstein on the subject of AMD. 5. Internet •Awareness Month banner advertised based on availability on sites Nana10, ONE and Calcalist, thanks to the mediation of advertising agency Joshua\TBWA • 11,000 individual hits to site of Lirot Association www.eyes.org.il • Greatest interest generated by free eye tests • Advertising in the interactive magazine of Israel Hayom Website One Nana10 Calcalist Exposure 421,893 294,586 803,195 6. QR – Barcode Association website and in newspaper ads, to enable smartphones to scan the barcode and go directly to the list of branches giving vision tests across the country. About 620 people clicked on the bar code and went directly to the site. B. Activities Vision tests across the country – vision tests were conducted for the third consecutive year during the month of December in the Optica Halperin chain, Dr. Levinger Medical Center network, Optikid chain and by dozens of private optometrists who took part in the campaign. In total there were tests in 150 stores across the country. The tests were conducted for whole families at no cost, appointments being prearranged. Customers that mentioned that they came as a result of the Eye Health Awareness Month campaign received preferential treatment. Hundreds of customers were tested throughout the month and they were satisfied with this welcomed initiative. Telephone Medical Advice - this service was initiated this year for the first time. Dozens of people called to obtain medical advice for themselves or for their families. Our team of professionals included Dr. Marion Bock, Dr. Eliezer Kraus, Dr. Heller, Dr. Iris Moroz, Dr. Yaron Lang and Dr. Frankel, who gave them courteous and professional advice free of charge. The callers were very appreciative and thanked them profusely. C. Eye Health Awareness Month Campaign in the Arab sector • An article on the Eye Health Awareness Month and an interview with Dr. Anan Abbasi which appeared in the newspapers Al-Akhbar, Al-Markazia, Hadith Alnass, Haifa and Al- Masar, was distributed in 53,000 copies throughout the month. • An article on the Awareness Month and an interview with Dr. Anan Abbasi including a reference to the Awareness Month campaign in the websites: Haifa, Shasha, Panat, Gerya, Bukra, Al- Masar, Allachol, Albiader, Afkar, al-Arab, al Karia, Baldatna, Wad and Gafra. The daily number of hits on these sites is 700,000. • Television interview with Dr. Anan Abbasi in the program "Behind the News" on Channel 33 and in the program "Agenda" on Radio Kol Israel in Arabic, viewed by most of Israeli Arabs. D. Fundraising • A donation of 10 shekels was requested in the HaMashbir department store for a shopping list notepad with Hanukkah recipes. Many people bought the notepads and some were even willing to donate that amount without purchasing the product. More than 4,000 notepads were sold, raising over 40,000 shekels.
© Copyright 2018