Parents know best. and so do we.
Atwater Eye Care Center (AECC) is a family-focused optometry practice serving the Bloomington community. This campaign targets parents and heads of household who prioritize quality care and want peace of mind knowing their family’s vision is in expert, thorough hands. While many parents are confident healthcare decision-makers, Atwater faced low awareness and the misconception that it primarily served IU students rather than local families.
The creative insight recognizes that parents are experts in their own role: they notice small changes, advocate for their families, and make informed decisions every day. We mirrored that confidence with Atwater’s clinical expertise, positioning the brand as a trusted partner who brings the same level of care and attention to eye health. The insight-inspired campaign title “Parents know best. And so do we.” emotionally affirms parental instinct, while the supporting tagline “Eye care from experts” reinforces Atwater’s medical credibility, uniting trust and expertise to reassure families they are making the right choice for long-term vision care.
Here, we have created posts with four campaign advertisements. Each headline follows similar messaging and at their core compare parents’ expertises to AECC optometrists’. The captions relate to the headline, address some misconception about AECC, include a call to action, and calls out our tagline #EyeCareFromExperts.
Instagram and Facebook are prefect for AECC because they are can be programmed to post simultaneously, target local audiences, and their partners, School of Optometry and Indiana University Bloomington, already have large presences within on both social platforms.
We created more content ideas for AECC to promote social media engagement and relate to the concerns of their target audiences and our chosen tone: trustworthiness and expertise. First is a collection of carousel posts we have created as mocks for a new informational series to help introduce AECC’s brand and inform their audience of their extensive knowledge of eye health. Next are mocks of a “Meet the Optometrist” series, so potential clients can learn more about their credibility and establish trust prior to meeting.
Physical flyers are a good way to reach a broader audience within the community that is not already receiving any brand content. By placing flyers inside various local spots and essential businesses (grocery stores and pharmacies), AECC will be able to reach more Bloomington and greater Monroe County residents.
Proudly, my agency and I commuted our concern of their vague profile photo, capturing the outside of their building, that did not possess any branding or insight into what their company is. Before final presentations, AECC already improved their socials by changing the profile photo to their logo per our suggestion.
After our final presentation for Atwater Eye Care Center, our campaign was chosen for further development. AECC appreciated our attention to branding detail, appeal to their chosen target, introduction of new content ideas for the company to continue, and expansion of the campaign to potential local influencer collaborations.
To view the full campaign deck, click here.
