Healthy Vision Month
To raise public awareness of eye health, the National Eye Institute contracted with Macro to develop a campaign for the first-ever Healthy Vision Month in May 2003. Our campaign had to involve a broad-based audience of professionals, parents, and children in a narrow subject area. We achieved this by forming partnerships with groups such as the Boys and Girls Clubs of America to engage in Healthy Vision Month promotion. We also developed materials that would appeal to different audience segments, including a resource guide, a Healthy Vision Month calendar, and activity books for children.

Your Time—Their Future
The Your Time—Their Future campaign, launched in September 1998, had two primary objectives: to raise awareness of the connection between youth participation in positive, skill-building activities and reduced substance use, and to increase the proportion of caring adults involved in positive activities with youth. To help reach our audience (adults who care about and influence youth aged 7 to 14) and foster collaboration, Macro formed partnerships with organizations such as the National Mentoring Partnership, Big Brothers Big Sisters of America, the Points of Light Foundation, the National Prevention Network, and the U.S. Chess Federation. We disseminated campaign messages by developing television, radio, and print public service announcements; articles; direct mailings; a toll-free telephone number; and a Web site.