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PR campaign impacts eye health
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DENVER – Steve Loomis, OD, told the American Optometric Association’s House of Delegates that the Think About Your Eyes public relations campaign is having a “serious impact on the health of people and a serious impact on your practices.”
Here at Optometry’s Meeting, Loomis, who is advisory board chair for Think About Your Eyes (TAYE), told attendees that commercials are being placed on 41 cable networks, including Discovery, Nick Jr., Food, CNN, AMC and Cartoon Network. There have been 16,540 TV spots for nearly 1 billion impressions, 2 million online video spots and audio ads. Muhammed Ali’s daughter, boxer Laila Ali and TAYE spokesperson, has filmed 25 interviews. Ads also appear in magazines.
“We’re also reaching patients through social media platforms,” Loomis said, “which is a big deal, because our target audience is moms, the 30- to 40-year-old age group.”
Loomis said TAYE is sponsored by 21 companies in the industry, with Luxottica, Alcon, Essilor and Johnson & Johnson as part of the TAYE advisory board and Transitions as a second-tier member.
Forty-three states are now members of TAYE, he said, and doctor resources are provided to states unable to officially join.
“The momentum that we’ve gained over the last year has been phenomenal,” Loomis said. – by Nancy Hemphill, ELS, FAAO