VSP VISION CARE | WORKPLACE VISION HEALTH REPORT ADS

VSP Vision Care needed to promote its 2024 Workplace Vision Health Report to HR and benefits audiences. The challenge was making the report data feel relevant to workforce challenges employers were already trying to solve: retention engagement, benefits utilization, and preventive health.

This project shows how I turn research-backed content into campaign messaging. I don’t treat report findings as isolated statistics, but rather I look for the audience tension underneath the data, then build a narrative that connects those findings to the decisions the audience is responsible for making in their roles.

The result was a campaign that helped the report feel less like a static asset and more like a decision-support tool for HR and benefits leaders.

Project type

Paid social, Linkedin document ads, display ads, report promotion

Audience

HR leaders, benefits managers, and workplace decision makers evaluating how vision benefits support employee well-being, retention, and workforce health.

My approach

I looked for the tension inside the report data: employees value vision care, but employer understanding, benefit communication, and employee awareness don’t always keep pace. From there, I shaped the campaign message around gaps HR leaders could act on:

• Employees want vision benefits, but not every employer offers them.

• Employees may have coverage, but not always understand its full value.

• Eye exams can reveal broader health risks, but awareness remains low.

That gave the campaign a stronger job than “promote the report.” Each ad became a way to reveal a specific workforce insight that could only be found in VSP’s report and invite HR leaders to learn what they could do next.

Paid Linkedin and digital ads