ASOA

Operation Sight: A Mission to Provide Free Vision Care

MJM developed a practice press kit to help promote the ASCRS Foundation’s charitable cataract surgery initiative: Operation Sight.

  • Branding
  • Design
  • Copywriting
  • Media 
  • Video
  • Press Release Template
  • Marketing Assets
  • Media Outreach Guide
  • FAQs
  • Talking Points
  • Clinic Testimonial & B-Roll Footage

The Journey

Operation Sight is a nonprofit initiative of the ASCRS Foundation dedicated to providing free cataract surgery for underserved patients in need. MJM partnered with ASCRS to develop a press kit designed to help ophthalmology practices effectively promote their involvement with Operation Sight and Operation Sight Day, a dedicated event where volunteer practices across the country come together to restore vision for those who cannot afford care.

Mend

The Work

Design elements for Operation Sight materials stayed in line with the current brand elements already established by ASCRS. This mainly pertained to practice-facing materials, such as the press release template and talking points. The public-facing materials were given a cool and approachable blue tone to attract curious patients. A lighter blue color is often associated with hospitals and clinics. We chose a darker blue to set it apart from traditional branding while also retaining its association to medical care. Copy language for Operation Sight is warm, inviting, and focuses on empowering patients to ask their doctor about the initiative.

Join
Make

The Deliverables

MJM developed the following items for each Operation Sight press kit:

  • Press Release Template – Provides a detailed overview of Operation Sight and its mission. Specific details, such as the date and time of a practice’s event, can be customized.
  • Marketing Assets
    • Posters, Flyers, Window Clings, Buttons, Screensavers & Table Tents – Materials designed to be used in the practice and inform patients who might qualify.
    • Social Media Graphics – Designed to help push event promotions on social platforms like Facebook, Instagram, X, etc.
  • Media Outreach Guide – A detailed outline on how to work with local media outlets, ensuring practices get the most out of their coverage of the event.
  • FAQs & Talking Points – High-level information to help with interviews and answering patient questions on Operation Sight. Can be used for media interviews, conversing with patients, or any situations where it may be appropriate.
  • Testimonial Videos – Patient success stories that highlight the positive impact of free cataract surgery.
  • B-Roll Footage – Pre-recorded footage that can be used as an example for practices to follow when shooting their own. It can also be used to share with news outlets.

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