C A M P A I G N T O O L K I T

Brand Guide Brand Speak Tagline: Live your bold, best life

Call-to-Action: Go to timetobebold.org for a list of free and low-cost services in your state that will give you the tools, technology, training, and support you need to live your bold, best life.

Elevator Pitch: Time To Be Bold is a national public service awareness campaign helping people 55 or older who are struggling with low vision regain their independence.

Mission: Educate, engage and empower people who are 55+ with low vision to maintain/regain their independence by utilizing the free and low-cost services provided by their respective states.

Afliation: Time To Be Bold is a national public awareness campaign afliated with The Independent Living Older Individuals who are Blind Technical Assistance Center (IL OIB-TAC) is a part of the National Research & Training Center on Blindness and Low Vision (NRTC) at Mississippi State University. Visit www.OIB-TAC.org and blind.MSState.edu to learn more about the centers. This project is funded by two grants (#H177Z200001) and (#H177Z150003) from the Rehabilitation Services Administration (RSA) under the U.S. Department of Education. The OIB-TAC provides training and technical assistance to improve community outreach, program performance, management practices, and best practices in TIMETOBEBOLD.ORG provision of services to agencies working with older individuals with visual impairments.

Brand Guide Brand Speak (cont.)

Main Goal: • Raise awareness • Infuence behavior

Actionable Goal: • Drive trafc to timetobebold.org• Drive trafc to individual states’ and

territories’ low-vision-related services• Services are engaged• Improved quality of life

Demographics: • The millions of people nationwide who

are 55+ and struggling with low vision• The friends, family, neighbors,

and co-workers who love them• The organizations and professionals

in a position to refer them to services

Tone/Adjectives to Use When Speaking About the Campaign:

• Personal• Direct• Proud• Hopeful• Upbeat• Positive

Lexicon (Phrases to Use When Talking About the Campaign): • It’s time to be bold.• Live your bold, best life.• When you are living with low vision, life can be a challenge.• When you are living with low vision, everyday tasks and the

things you love to do can become difcult and feel impossible.• If you’re 55 or older and your world has gotten smaller

because of vision loss, it’s time to be bold.• Time To Be Bold is helping people like you

with low vision regain your independence.• Go to timetobebold.org for a list of free and low-cost services

in your state that will give you the tools, technology, training,and support you need to live your bold, best life.

• Free and low-cost services and support are available in your state.• Join others who’ve found a bright bold future.• Don’t give up.• Be bold. • If you can’t see something, say something.• Help is here.• Help is available.• You can do more than just survive; you can thrive.• You can live a full, happy, meaningful life.

• Urgent• Empathetic• Strong

Brand Guide Brand Speak (cont.)

Fast Facts: • Over 3 million Americans 55 and older have difculty seeing even when wearing glasses.• Almost 1 in 10 individuals age 75 or older reports difculty seeing, even when wearing glasses.• The most common causes of age-related vision loss are Macular Degeneration, Diabetic Retinopathy, and Glaucoma.• Each U.S. state and territory ofers free and low cost services to help individuals adjust to vision loss.• Individuals with vision loss, including those who are totally blind, can learn adaptive skills and the use of

technology to live safely and independently.• It is estimated that less than 5% of individuals with vision loss, who are eligible for services seek them each year.• It can be challenging to fnd services, which is one major reason we created this campaign.

Brand Guide Brand Style

Writing: Campaign name is refected with the frst letter of each word being capitalized.

Logo font:

GOTHAM BOOK GOTHAM BLACK Colors: #00AEEF (cyan) #000000 (rich black) #EDE043 (yellow)

Images: Hopeful, strong to-camera Technical Lifestyle (showing demographic using adaptive technology) Multicultural Multigenerational

Brand Guide Public Relations (cont.)

Marketing Collateral: Merchandise is a fun, impactful and dynamic way for others to spread your good word. It’s also a good conversation starter.

• Wallet size magnifers Community Outreach: • Bold line pens A local presence that is tangible and accessible is of • Signature guides paramount importance to creating a groundswell and • Amsler grid magnets penetrating and shifting the popular consciousness.

• Simulator cards A few ways to root locally are via:

• Campaign postcard/fyers distributionto local businesses, partners

• Strategic partnerships• Charities• Corporate sponsors• Events • Co-branded seminars

Brand Guide Partnerships

• CVS/Walgreens/RiteAid

• Medical• Optometrists• Opticians• Ophthalmologists• Internists• Gerontologists• Dentists• Diabetic care nurses• Hospital groups• Senior centers