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Think About Your Eyes Coalition plans to transfer assets to Foundation for Eye Health Awareness
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LAS VEGAS — R. Michael Daley, president and executive director of the Foundation for Eye Health Awareness, announced at a press conference during International Vision Expo West that the foundation and the Think About Your Eyes Coalition signed an agreement to transfer the assets of the coalition’s campaign to the foundation.
The Think About Your Eyes Coalition was formed by Essilor, Luxottica and VSP Global in 2009 in an effort to continue a localized consumer awareness campaign that resulted in a 7% growth in eye exams and 9% growth in new patients in that market. As a result of the pilot test, a 2-year public awareness effort was launched.
The coalition promotes awareness through TV and radio ads, public relations events, various social media outlets, educational materials and a dedicated website offering eye health information for consumers. The site also provides an eye care practitioner locator to motivate consumers to seek an eye exam and establish an ongoing relationship with an eye doctor for their overall health.
As a result of the continued success through the campaign’s messaging over the past year, the foundation for Eye Health Awareness and the coalition have aligned messages.
The Foundation for Eye Health Awareness was initially formed to increase the public’s awareness about the importance of eye health through a nationwide messaging campaign.
The effects of the Think About Your Eyes campaign were tracked in New York; Los Angeles; Chicago; Cincinnati; Sacramento; Denver; Portland, Ore.; Houston and Atlanta and compared to 10 non-campaign cities. The number of eye exams in campaign cities increased 3% more than in non-campaign cities.