After 105 years of helping people who are blind or visually impaired live independently, Vision Forward was ready for a new chapter. Following a move to a new home, the nonprofit needed to strengthen its position as Wisconsin's leading vision loss resource, build awareness of its comprehensive services, deepen community engagement, and inspire philanthropic support to help fuel a $3 million fundraising campaign.
Facing ambitious goals and a modest budget, Vision Forward sought an agency partner willing to think bigger. Hoffman York (HY) was selected for its bold, disruptive vision—an idea designed to break through category conventions and make people in the state see vision loss differently.
The idea was to shift the conversation from what vision loss takes away to what becomes possible with the right support. Real stories from real people became the heart of the campaign, bringing authenticity, optimism and humanity to a topic often viewed through a limited lens.
The work needed to be bold, accessible, and impossible to ignore. It needed to challenge assumptions, spark curiosity, and inspire action, from seeking support to giving donations.
Key objectives
The big idea
Our strategic insight was simple: vision loss doesn't prevent someone from living a rich, independent life. That belief became the foundation of the Be Seen campaign.
Rather than relying on statistics, clinical language, or traditional nonprofit messaging, we put Vision Forward's clients at the center of the story—showing the world they can BE SEEN for who they are beyond their vision loss.
The storytelling engine
To bring the idea to life, we conducted a two-day production shoot featuring 10 clients who are blind or visually impaired. Their excitement was unmistakable. Many credited Vision Forward with opening doors they never imagined possible—from athletics and music to horseback riding, community involvement, and independent living. They weren't actors or spokespeople; they were people eager to celebrate an organization that had transformed their lives. Through candid interviews, photography, and video, they shared their experiences in their own words. The result was a campaign powered by real stories that challenged assumptions and showed what is possible when people receive the support they deserve.
The scale solve
With ambitious Milwaukee goals and limited nonprofit resources, scale was a critical challenge. HY's pro bono commitment amplified Vision Forward's investment with additional strategy, creative, PR, and media support, significantly extending reach beyond the original budget. The campaign also leveraged local PSA placements and earned media, maximizing longstanding Vision Forward and HY relationships to further expand impact.
At the same time, we built for efficiency. One production shoot generated a robust content library of video, photography, interviews, social assets, and messaging that could be adapted across channels throughout the campaign and beyond.
The momentum multiplier
We launched Be Seen during a rare convergence of organizational milestones: a new accessible headquarters, a new retail experience, an active capital campaign, and a renewed public vision for the organization.
Rather than treating these as separate announcements, we united them under one platform that fueled storytelling, fundraising, community engagement, and media attention.
The rollout
Key elements included:
Accessible by design
Accessibility guided every creative decision, ensuring the campaign could be experienced by people with vision loss while remaining bold, memorable, and highly shareable to all.
The difference
Be Seen refused to rely on sympathy. Instead, it used authentic voices, bold creative, and optimism to challenge assumptions and change perceptions. The result was more than a campaign—it became a scalable awareness platform that elevated Vision Forward's profile, strengthened community engagement, increased philanthropic interest, and built long-term support for its mission from the whole community, not just those with vision loss.
The April–June 2026 Be Seen campaign quickly translated awareness into action, helping Vision Forward reach new audiences, deepen engagement, and accelerate fundraising momentum.
Results are still being finalized. As of submission:
Objective: Build philanthropic momentum
The campaign helped Vision Forward raise more than $2.2 million toward its $3 million goal, supporting a new accessible headquarters, expanded low-vision clinics, mobile outreach services, and long-term investments in technology, equipment, and sustainability.
Objective: Increase Milwaukee awareness
Be Seen generated more than 13.9 million impressions across paid social, print, and out-of-home media, plus a total 3.6 million PR impressions, dramatically expanding visibility across Milwaukee.
Objective: Reframe perceptions through real stories
Client-led content reached nearly 1 million accounts across 16 campaign posts, showcasing people with vision loss as independent, active, and fully seen.
Objective: Deepen engagement and drive action
The campaign generated more than 243,000 social engagements, supported by 8.8 million paid social impressions, 5.1 million out-of-home impressions, and earned media coverage that amplified the message throughout the campaign.
Additional results pending submission: Dining in the Dark attendance and fundraising results; website analytics including landing-page traffic, QR-code scans, donation clicks, and engagement metrics; Vision Forward inquiry and referral data; and earned media placements and reach.
Together, these results demonstrate that Be Seen was more than an awareness campaign. It shifted perceptions, elevated Vision Forward's profile, strengthened donor engagement, and created measurable momentum for the organization's growth and impact across Wisconsin.
