Case Study – Glaucoma Research foUNDATION
Helping More People See the Risk Before Vision Is Lost
CSG helped Glaucoma Research Foundation combine PR, paid media, creative and web strategy to drive glaucoma awareness and audience engagement at scale.
Communications Strategy Group (CSG®) is a healthcare marketing and PR agency that helps organizations grow through integrated strategy, storytelling and audience engagement.
See what we did for Glaucoma Research Foundation
Opportunity
CSG Increased Awareness Through an Integrated Education Campaign
For more than 45 years, the Glaucoma Research Foundation has funded groundbreaking research focused on curing glaucoma and restoring vision. Beyond research funding, the organization also plays a critical role in educating patients, caregivers and the broader public about glaucoma risks, symptoms and prevention.
CSG was brought in to help the Glaucoma Research Foundation expand awareness among audiences most at risk for glaucoma, particularly adults over 50, people of color and individuals with a family history of the disease.
The Glaucoma Research Foundation faced three critical challenges:
- Reaching older and harder-to-engage audiences across digital channels
- Making glaucoma education feel urgent and emotionally resonant
- Converting awareness efforts into measurable engagement and audience growth
The campaign needed to balance education, accessibility and performance while helping audiences understand the importance of early detection. Because glaucoma often develops without noticeable symptoms, many people do not seek care until significant vision loss has already occurred.
solution
From Passive Awareness to Proactive Engagement
CSG developed a fully integrated communications campaign spanning messaging strategy, paid media, creative development, PR and web execution.
The work began with collaborative messaging exercises that helped define the campaign voice, audience positioning and visual identity. From there, CSG and the Glaucoma Research Foundation launched the “Your Eyes Say Thanks” campaign, designed to connect eye health to overall health and encourage proactive screenings before symptoms appeared.
CSG built a dedicated campaign landing page and collaborated with the Glaucoma Research Foundation to develop downloadable educational resources that encouraged visitors to exchange contact information for valuable content.
To drive engagement, CSG executed a targeted digital strategy across Meta, SEM and Reddit, focusing on audiences most susceptible to glaucoma risk. At the same time, the PR team secured placements in consumer and trade outlets to broaden awareness and reinforce the importance of screening and early intervention.
Secured placements in
impact
Creating Momentum Around Early Detection
The result was a scalable awareness platform that helped the Glaucoma Research Foundation educate higher-risk audiences, grow its contact database and expand visibility for its mission and research efforts. Based on campaign performance and audience engagement, the initiative was extended beyond its original run time, reinforcing the value of the program and its resonance with the client.
Results over an 11-month timeframe
5,474+
content downloads
456+
newsletter sign-ups
12.61%
overall click-through rate
$7.14
average cost per conversion
72.1 M
media Impressions
The result was a scalable awareness platform that helped the Glaucoma Research Foundation educate higher-risk audiences, grow its contact database and expand visibility for its mission and research efforts.
Why This Work Matters
CSG helped transform glaucoma awareness from a passive education effort into an active audience engagement engine built for long-term growth.
Built Awareness Around Action
The campaign encouraged audiences to take meaningful next steps through education, screenings and ongoing engagement opportunities.
Connected Mission to Measurable Outcomes
CSG combined storytelling, media relations and performance marketing to deliver both visibility and conversion results.
This work reflects our belief that the strongest awareness campaigns combine emotional relevance, strategic targeting and measurable audience action.
