06 Aug Roche Ophthalmology

We partnered with Roche, Macular Society and Fight for Sight to form ‘The Eyes Have It’ partnership. The partnership set out with a specific goal: to build new advocates for sight loss resulting in executive buy-in at NHS England-level to create system change. We would achieve this by co-creating and delivering a distinctive campaign that grabbed attention, playing on the ‘ayes have it’ voting call in the House of Commons. Together, we jointly identified areas of policy we wanted to change at a national level – and used a pun to get there! This resulted in one of the most successful Politico partnerships of 2021, an online challenge raising awareness amongst policymakers and a physical event which led to a transformational shift for patients. Our campaign pushed long-standing efforts to call for an NHS National Clinical Director for Eye Care over the line, ensuring system change in eye care called for by ‘The Eyes Have It’ will be driven forward by the NHS – helping up to 2.5 million people with sight loss in England.