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TAYE campaign boosts exams, eye wear purchases

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SEATTLE – The Think About Your Eyes public awareness campaign has resulted in an increase in eye exams and eye care product sales, according to a presenter here at Optometry’s Meeting.

“Think About Your Eyes (TAYE) is the strongest consumer campaign we’ve ever had in our profession,” Martin Bassett, chief executive officer of Think About Your Eyes (TAYE), president of Walman Optical and president of the board of directors of Vision Council, said in his address to the American Optometric Association House of Delegates on Thursday. “It’s putting the AOA [a key supporter of the campaign] and optometry literally in front of millions of Americans.”

This national public awareness campaign is designed to educate consumers about the importance of getting an annual eye exam, Bassett said. In 2014 there have been 1.1 billion media impressions, with the campaign broadcasting on 540,000 radio spots on traditional networks during peak commuting hours, 5,200 television commercials, 93 million banner ads on the Internet and 28 million spots on online radio.

“Our campaign has been structured so that 85% of Americans between 25 and 39 years old will have at least three exposures to our ads,” Bassett said. “The message is that they need to schedule an annual eye exam today. It’s a call to action.”

Bassett reported that eye exams have increased 4.1% in the first quarter of 2014 over the first quarter of 2013, the largest increase in 2 years. Purchases of contact lenses, frames and spectacle lenses are up 5.1%, driven by the increase in exams. There was an 11.3% increase in the awareness of the importance of eye exams.

Currently, 11,500 eye care practitioners support the campaign and are included in the doctor locator, he said. Nineteen state associations provide a TAYE basic listing as a member benefit.

“Industry support is increasing, but we need continued and additional support to sustain this campaign,” Bassett said. “We need additional funding to support a full year advertising campaign instead of just two quarters.” – by Nancy Hemphill, ELS, FAAO

Disclosure: Bassett is chief executive officer of TAYE, president of Walman Optical and president of the board of directors of Vision Council.