The Eye Love
Project
OHSU Casey Eye Institute was looking for a way to make people reconsider their eye health and vision in a positive way. 2020 was the perfect metaphor for vision, and Casey Eye Institute was ready to lead the conversation in Oregon.
Research shows people perceive going blind as one of “the worst things” that can happen to them. The general public doesn’t pay attention to eye health — at least until it becomes a problem. Knowing fear and apathy are barriers to proactive eye care, avoiding alarmist messaging was necessary. Instead, we set out to challenge peoples’ awareness of all their eyes do for them (in a positive way of course).
To transcend being more than just a PSA you need community, participation, shared experience. Instead of an overt hospital initiative (that could garner fear in some) we created a project – The Eye Love Project; meant to be inclusive and welcoming to everyone.
Using two gigantic, inflatable traveling eyeballs, we devised a true sight to behold. With the first eye serving as a recording space, we asked Oregonians to reflect on how their eyes make their lives better, and what vision means to them.
The second eye is a playback booth with previously recorded stories and an educational component. The stories captured in the activations are shared on digital media and saved as an archive for the public.
The Eye Love Project continuee to tour in 2020 and beyond – gathering stories of how we see the world, together. Follow along, and join the movement – sharing what vision means to you at theeyeloveproject.com.
By building a traveling, multimedia spectacle we welcomed the community to join us in celebrating sight – bridging Oregonians with Casey Eye Institute’s mission to end preventable blindness in an engaging way that was hard to ignore.
The Details
My role included: Art and Creative Direction, design and copywriting while at Sockeye. Design, production, UX and IT collaboration with the ever talented Maddie Black. Strategy and copywriting by Emily Smith. Yen Nguyen’s management skills make the world go round.
Created at: Sockeye
PIC: Maddie Black
Fabrication: Alexander Exhibit
Photography: Polara Studios