Specsavers briefed our Belfast team to create and implement a CSR campaign that would showcase the brand’s strong Irish presence, demonstrate Specsavers’ commitment to the community, engage with its NI stores and highlight the importance of professional eyecare to consumers.
Specsavers became the title sponsor in the second year of the SHADES campaign, loyally supported by football legend, Roy Keane. The partnership had two distinct aims - to improve the nation’s eye health and raise much-needed funds for the charity. Capitalising on a high-profile celebrity ambassador and the Irish media’s fascination with Roy Keane, the SHADES campaign kicked off at the iconic Croke Park Stadium, Dublin with a press conference and photocall.
The result was a clean sweep of the Irish media, making front page news in the Irish Times, Irish Independent and Irish Star - the top three dailies by readership.