Finalist
Auntie's Army
Summary of work
Glaucoma is the leading cause of avoidable sight loss, with African-Caribbean communities at up to four times higher risk and late diagnosis a key issue. So we rallied the real MVPs of health advice in the community: the aunties, led by the incomparable Brenda Edwards. The matriarchs who correct you at Sunday dinner and drop wisdom (and warnings) into every family WhatsApp group. Our strategy was simple: replace clinical authority with cultural authority. Instead of another medical PSA, we sparked a community led movement where Aunties championed early eye testing as an act of love, protection and care.
The campaign reached 10.7 million people, generated over 280 pieces of coverage and a 26% above-average social engagement rate. Most importantly, 75% of African-Caribbean community members surveyed said they are now much more likely to book an eye test — proof that when health messaging comes from within a community, it actually moves people to act.
Judges’ comments
The ‘Auntie's Army’ entry stood out for the fact that 75% of people were more likely to book an eye test and judges could see the pull through to insight. It created some impressive awareness results on an important topic through n engaging, creative tailored strategy, which also built trust in Specsavers.
