During a press conference at International Vision Expo East, Think About Your Eyes, a non-profit organization under The Vision Council, announced plans for a national public awareness initiative, focused on increasing the importance of overall vision health, in the second half of 2013. In addition to raising awareness among consumers through television, print, online advertising and social media, the new effort will focus for the first time on engaging support from the eyecare community as a whole.
“On the heels of a very successful pilot, we are excited to expand our efforts and deliver this message, alongside the AOA, to millions of Americans,” says Ed Greene, chief executive officer of The Vision Council. “The first Think About Your Eyes campaign resulted in more than 3.4 million incremental eye exams in our test markets and more than 367,000 previously undiagnosed cases of eye disease were discovered. With results like that, imagine the impact we can have on a national scale as we combine the strengths of The Vision Council, the leading industry association, and the AOA, the leading professional association.”
The Vision Council is seeking additional support from optometry and other industry partners to enable Think About Your Eyes to become a long-term sustainable program.
