AuSAE - Good vision for life campaign influences over 2.3m optometry appointments since launch from Optometry Australia

Good vision for life campaign influences over 2.3m optometry appointments since launch from Optometry Australia

01 Aug 2018 10:33 AM | Deleted user

Tuesday, 31 July 2018, Melbourne: A recent consumer survey has revealed that Optometry Australia’s flagship consumer awareness campaign, Good vision for life, has influenced more than 2.3 million Australians to make an appointment with an optometrist since its launch in September 2016.

The survey has highlighted that 1.3 million Australians aged 18 years and over were influenced by the campaign in the last 12 months to make an appointment with an optometrist compared to 1.07 million in 2017. Simultaneously the number of Australians who would now see an optometrist first for a range of eye conditions has also increased, meeting a primary goal of the campaign to influence key household decision makers.

Optometry Australia launched the Good vision for life campaign in September 2016, to ensure the community understands the value of good eye health, the need to have regular eye examinations throughout life and the role optometrists play as primary health care providers.

Optometry Australia’s National Campaigns Manager Trinity Scarf said the campaign, now in its second year, is continuing to hit its mark among consumers and members alike.

“Awareness campaigns are designed to foster understanding and create habits, so it is pleasing to see this upward trend, reflected by the results of the consumer survey,” she said.

The annual omnibus consumer survey, conducted by respected social research company i-View, is designed to reflect the broader view of Australians. The survey sample size was 1,158 people with results applicable to represent the entire population aged 18+ (19.1m).

Ms Scarf said “We are delighted with the results given that our budget is modest for a national awareness campaign of this nature. This means that we have had to be smart where we have allocated our promotional spend to ensure the campaign messages reach our targeted consumers.”

“We have worked closely with our media agency to carefully select progressive and innovative media channels, coupled with high-reaching traditional media, to grow our audience incrementally.”

Free-to-air radio remained a core channel for the campaign, and spreading the eye health message across two major networks, via a 30 second ad as well as repeated air checks delivered a strong increase in reach compared with the launch year.

Campaign messages also expanded into audio streaming via Spotify and iHeart Radio in the second year, to reach an additional audience, with an added objective of building a consumer database.

“In lieu of a TV-sized budget, a robust video strategy was required to continue to harness our strong video materialcreated in the first year of the campaign,” Ms Scarf said. “Cinema was identified as the main outlet for this strategy, due to its scale and targeted relevance to the audience, and we also introduced in-home catch up TV.”

Optometry Australia is encouraged by these strong campaign results and is focused on continuing to grow awareness and change consumer behaviour in the year ahead.

Strengthening Trans-Tasman Connections: AuSAE and Tourism New Zealand Business Events Renew Partnership

Association professionals across Australia and New Zealand have even more reason to explore trans-Tasman opportunities. AuSAE is proud to announce the renewal of its longstanding partnership with Tourism New Zealand Business Events, celebrating 11 years of collaboration.

For over a decade, this partnership has strengthened connections between the two countries, helping associations expand networks, share knowledge, and deliver world-class events.

Toni Brearley, CAE, Chief Executive Officer at AuSAE, said:

“Our partnership with Tourism New Zealand Business Events has opened doors for association leaders to plan unforgettable events and connect with peers across the Tasman. Together, we’ve created opportunities, shared knowledge, and elevated the experiences of our members and their delegates. This partnership reinforces our commitment to fostering strong trans-Tasman collaborations, helping associations innovate, grow, and deliver outstanding value to their members.”

Helen Bambry, Business Events Manager at Tourism New Zealand, added:

“Partnering with AuSAE means we can directly support association professionals in bringing their next international business event to New Zealand – offering assistance, funding, and support to ensure exceptional experiences for both organisers and delegates.”

Watch the Tourism New Zealand Business Events video

What this partnership means for you

For Australian associations:

Receive expert guidance and support to bring conferences or member events to New Zealand.
Access funding assistance through Tourism New Zealand Business Events.
Expand your network and build partnerships with New Zealand peers and industry leaders.
Deliver international experiences for members and delegates just across the Tasman.

For New Zealand associations:

Strengthen professional connections with Australian association leaders through AuSAE’s network.
Share expertise and collaborate on professional development, governance, and member engagement initiatives, and more.
Gain visibility within the broader association community in Australia and New Zealand.
Access opportunities to host international association events and delegates in New Zealand, boosting local engagement and knowledge exchange.

About AuSAE:

The home for association professionals, the Australasian Society of Association Executives (AuSAE) is the leading - and only not-for-profit, member-based - organisation supporting association professionals in Australia and New Zealand. For 70 years, AuSAE has been a trusted partner for those working in associations, providing professional development, support, and networking to help association leaders achieve organisational goals, advance their careers, and strengthen the wider sector.

About Tourism New Zealand Business Events:

Tourism New Zealand Business Events provides expert guidance, funding, and support to attract conferences, incentives and corporate events to New Zealand.

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For more information about AuSAE, please contact Toni Brearley, CAE:
Toni Brearley, CAE
Chief Executive Officer, AuSAE
E: toni@ausae.org.au
T: + 61 458 000 155

To apply for funding and support to host a conference in New Zealand contact Helen Bambry:
Helen Bambry
Business Events Manager, Tourism New Zealand
E: Helen.Bambry@tnz.govt.nz
T: +61 415 933 325

The Australasian Society of Association Executives

Contact us:

Email: info@ausae.org.au
Phone: 1300 764 576 (within Australia)
Phone: +61 7 3268 7955 (outside Australia)
Address: Unit 6, 26 Navigator Place, Hendra QLD 4011, Australia