Think About Your Eyes to launch large-scale consumer campaign

Think About Your Eyes, a non-profit organization under the Vision Council, announced that it will go live on July 22 with an aggressive national consumer campaign designed to educate the public about the benefits of vision health and the importance of getting an annual comprehensive eye exam, according to an organization press release.

The launch will include television, radio, print and online advertising and public relations, as well as consumer engagement through social media, the release said.

In addition to raising awareness among consumers, the initiative, with support from the American Optometric Association, will also focus on engaging the eye care community, including eye care providers and industry partners, according to the release.

“When tested, the Think About Your Eyes campaign increased overall eye exams by 8% and proved to increase new patient visits, detection of eye disease and vision correction,” Ed Greene, chief executive officer of the Vision Council, said in the release. “As we prepare to launch the campaign on a national scale, we’re excited about the potential for even greater results.”

Think About Your Eyes is estimated to reach at least 120 million consumers with strong educational and motivational messages focusing on eye disease, eye strain, kids’ vision and the positive impact of regular eye exams on overall health. National advertising and public relations will drive consumers to schedule an eye exam and direct them to www.thinkaboutyoureyes.com where they can find a local Think About Your Eyes member provider, according to the release.