Leading the Global Movement to Help the World See

The Challenge

For 1 in 7 people worldwide, clear vision is not accessible—impacting education, employment, and overall well-being. OneSight, the philanthropic arm of Luxottica, sought to raise awareness of the global vision care crisis on World Sight Day and mobilize public engagement through a compelling social campaign. The challenge was to create a high-impact, shareable movement that would spark conversation and drive meaningful action.

The Approach: #HelpTheWorldSee

To generate widespread awareness and engagement, we developed and launched the #HelpTheWorldSee campaign—leveraging creativity, social media, and influencer participation to drive attention to the cause. The campaign was built on four key pillars:

  • Creative Communications Strategy: Designed a powerful narrative that emphasized the life-changing impact of clear vision and made the issue relatable to consumers.

  • Social Movement Creation: Developed an engaging social challenge—making "hand glasses"—that encouraged clients, consumers, and influencers to participate in a simple, shareable way.

  • Experiential Strategy & Activation: Integrated real-world activations and media outreach to expand the campaign beyond digital platforms.

  • Celebrity & Influencer Engagement: Secured participation from 30+ high-profile figures, amplifying the movement globally—mostly pro bono.

The Outcome

The campaign achieved extraordinary reach and engagement, successfully bringing global attention to vision care accessibility:

  • 255+ million impressions and growing.

  • Front page USA Today Snapshot coverage.

  • 21,000+ social actions across platforms.

  • 15 Satellite Media Tour (SMT) bookings, generating 140+ placements.

  • Nearly 80,000 video views, driving awareness through compelling storytelling.

  • Massive celebrity & influencer participation, expanding the campaign's global footprint.

  • Most importantly, the campaign brought critical awareness to the 1.1 billion people in need of vision care, inspiring action and mobilizing support.

Key Contributions

  • Led the end-to-end campaign execution, ensuring alignment with OneSight’s mission and Luxottica’s brand values.

  • Developed the creative strategy and messaging, positioning vision care as a solvable global issue.

  • Managed influencer engagement and outreach, securing high-profile participation to amplify campaign reach.

  • Designed and implemented the digital content strategy, optimizing engagement and maximizing social impact.

Through bold creative thinking, strategic execution, and global collaboration, #HelpTheWorldSee became a landmark movement, elevating vision care awareness worldwide.