Conexus: Gift Of Light Campaign

At The Idea Center, we believe that a tagline shouldn’t just be a short, witty, sentence to sneak under a logo. A tagline should encompass your brand as a whole. It must be something that can be taken at face value, and still have enough depth to stir hours of discussion on why it is used. It should be something that the whole company, from the intern to the CEO, can rally behind.

As legendary ad man David Ogilvy once said, “What you say in advertising is more important than how you say it.”

Our tagline is “Marketing With A Mission”, and we believe in it. One of the ways we show it is by helping local non-profits and organizations with marketing that they wouldn’t otherwise be able to afford or make time for.

Gift of Light Campaign

In December of 2019 our clients, Virginia Eye Institute and James Limousine, partnered with Conexus for their annual ‘Gift of Light Campaign’. While VEI has been a cornerstone of the campaign for years, this was James Limousine’s first year of involvement.

VEI provided state-licensed optometrists to aid in diagnosing children across Virginia. James Limousine helped the children fully experience their new vision by taking them out on the Tacky Light Tour, a Richmond tradition.

Conexus is a private, non-profit, 501(c) 3 organization whose mission is to help every child reach their fullest potential by eliminating undetected and untreated vision problems at an early age.

The ‘Gift of Light’ campaign was launched in 2013. The campaign supports various Conexus programs, such as VisioCheck, a screening program, and the Mobile Vision Clinic program, a free program that provides in-school, non-dilated, eye exams and prescription glasses to children in Central Virginia. The campaign asked Richmonders for the following funding:

– For a gift of $10, Conexus can provide a child a VisioCheck screening
– For a gift of $50, Conexus can provide an eye exam and glasses for a child.
– For a gift of $150, Conexus can provide screening for an entire classroom.
– For a gift of $500, Conexus can provide an entire day of Mobile Vision Clinic services

 You can learn more about Conexus and the ‘Gift of Light Campaign’ at their website,

We provided social media, design, marketing, and various other services to help bring this campaign to life and drive funding. View our work below.


Billboard placed on I-95
Conexus and VEI billboard for the gift of light campaign
Digital Version


Online Banner
Online Banner


ABC 8 News – WRIC

‘A beautiful thing’: Children given the gift of sight take in Henrico tacky light tour


Gift of Light Campaign to Raise Funds and Awareness


Ready To Learn!

Taking Another Step Forward

One alarming fact that Barry Martin, our President & Creative Director, learned about children’s vision is that 70% of juvenile delinquents have an uncorrected vision problem. That number hit close to home, as Barry regularly speaks at youth detention centers around Richmond in an effort to motivate troubled youth to better themselves.

After hearing this statistic from the Sheriff at Chesterfield County, Barry connected Conexus Vision with several youth detention centers that he’s spoken at. Moving forward, Conexus will begin to offer their Mobile Vision Clinic services to these centers.