Canadian Ophthalmological Society

Canadian Ophthalmological Society

Positioning Canada’s Leading Eye Health Authority

Up to 75% of vision loss from serious eye disease can be treated or prevented, yet early detection is still missed for many Canadians who aren’t receiving regular, comprehensive eye exams, highlighting the critical role ophthalmologists play in protecting vision.

 

The Challenge

The national voice on vision health, the Canadian Ophthalmological Society (COS) needed to translate its expertise into broad awareness to reach younger Canadians, earn consistent coverage in national media, and advance key policy priorities, including the establishment of a dedicated National Vision Health Desk. Doing that meant moving beyond traditional association communications and building a coordinated, multi-platform strategy.

 

The Strategy – What BlueSky Did

Since 2021, BlueSky has served as COS’s communications agency of record. The work centred on three areas:

Public Education – Translating complex ophthalmology expertise into accessible content for everyday Canadians, using research-driven storytelling, survey campaigns, and rapid-response content tied to major health awareness moments.

Media Engagement – Developing COS spokespeople as credible, go-to voices for national media on eye disease, prevention, and treatment — driving sustained year-over-year growth in national media reach.

Digital and Influencer Campaigns – Building integrated campaigns across traditional and emerging platforms, including influencer partnerships that significantly increased website traffic and social engagement.

 

The Results

The integrated strategy significantly strengthened COS’s national presence and public engagement:

  • Sustained year-over-year growth in national media reach
  • Significant increases in website traffic and social engagement
  • Expanded thought leadership presence in national eye health conversations
  • Successful establishment of a National Vision Health Desk, supported by BlueSky’s communications work

 

The Impact

COS is now recognized as both the professional voice of Canadian ophthalmologists and a trusted public educator on vision health. BlueSky’s communications leadership helped place COS at the centre of Canada’s national dialogue on eye care.

 

Content Development

Effective, creative content is at the core of what we do. From B2B and B2C, our expertise spans article writing and storytelling, editorial planning, key messaging, video production and more. And we help ensure that your content gets seen. We amplify your brand’s story through an integrated, custom content strategy across digital, print, social and broadcast channels. We maximize owned, earned and paid media to amplify your message, making sure it gets in front of the right audience to drive the results you want.

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Corporate Communications

An integral part of any business, your brand reputation and corporate communication sets the tone with the public, your clients, employees and stakeholders – and we make sure you get the tone right. BlueSky helps you understand what matters to your audiences – both external and internal – and develops meaningful programs that resonate. We help clients with crisis and issues management, employee and executive communications, community relations and corporate social responsibility (CSR). Whether it’s a workplace fundraiser event, an annual report, infographics, HR video or speechwriting, we help you share your message with relevant stakeholders.

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Social Media

Social media demands an always on, two-way communication, transparency, and authentic interaction. More importantly, it demands strategy. We’ve managed social communities, developed social media guidelines and created engaging, impactful content, whether a short Instagram caption or long-form executive-published posts on LinkedIn. Through social listening tools and insights, we can make sure you’re talking about what matters most to your audience, and that your online and traditional PR efforts are integrated seamlessly and effectively.

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Public Affairs & Advocacy

Our in-depth experience providing integrated government relations, public affairs and strategic communications tailored to your needs helps our clients navigate the public policy process in order to successfully achieve central objectives. We work with you to better position your priorities within the current political landscape to ensure you’re able to gain the ear of key decision-makers and reach your goals.

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Influencer Marketing

When it comes to social influencers it’s not about who has the biggest audience, but about engagement, trust and authentic connection. We leverage valued relationships with nano- to celebrity-level creators, working collaboratively to ensure they deliver quality content that resonates with your target audience and is on-point with your brand messaging. Our winning formula requires a thoughtful approach that combines the right people, the right content and the right distribution to maximize engagement and drive impact at scale. You’ll see the results in our campaign evaluations – supported by numbers that exceed industry average performance.

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Media Relations & Media Training

In an environment that is increasingly pay-to-play, earned media remains the holy grail of coverage for brand credibility. Over the years we’ve developed solid relationships with traditional and online media, and we know the elements of success for securing interest from trusted journalists at top-notch publications. We excel at crafting tailored, compelling stories that help keep your brand top-of-mind across print, broadcast and digital channels. You’ll see the results through our media measurement and reporting and assess your share of voice (SOV) among competitors.

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