Getting more people the sight-saving surgery they need.
Targeting
Patients awaiting or in need of cataract treatment
Awareness campaigns for elective treatment often fail simply because the audience does not know timely care is available. Pharmacy bags reached exactly the people already managing eye health, nudging them toward action they did not know was open to them.
Challenge
A gap in awareness, not willingness
Many people delay cataract treatment because they are unaware sight-saving surgery is accessible and straightforward, a gap in awareness, not willingness.
Why it worked
A moment of health engagement
Placing the message on pharmacy bags reached patients at a moment of active health engagement, with national pharmacy coverage ensuring the message travelled well beyond a single clinic’s catchment area.
More work
