Think About Your Eyes Public Awareness Campaign Launches Nationwide

ALEXANDRIA, Va., July 22, 2013 /PRNewswire/ -- Myth versus reality hits hard when it comes to Americans and their vision health. In fact, 82 percent of Americans fear losing their vision[1], yet more than half of our nation is not getting regular, preventative eye care[2]. Today, the Think About Your Eyes initiative, sponsored by a non-profit organization under The Vision Council, launched a national public awareness campaign to educate the public on the benefits of vision health and promote the importance of getting an annual comprehensive eye exam.

The eyecare community as a whole is coming together to bring awareness to the serious implications of poor vision health and the value of annual eye exams not only for long-term vision but overall good health. The initiative hopes to shed light on facts such as:

• Eyes are the only part of the body where eye doctors can look directly at internal, functioning blood vessels that offer clues and warnings of serious diseases such as high blood pressure, heart disease, stroke, multiple sclerosis, diabetes, and even some types of cancer.[3]
• 75 percent of the world's blindness is preventable.[4]
• Proper refractive correction could improve vision for more than 11 million Americans.[5]
• More than 50 million Americans are at a high risk of serious vision loss due to eye diseases.[1]
• 1 in 4 children has a vision problem that can interfere with learning and behavior.[6]
• 24 million Americans have diabetes, which can lead to vision loss and blindness.[1] 
• 80 percent of everything children learn comes through their eyes, and uncorrected vision problems impact their ability to learn and interact with the world around them.[7]
• Vision disability is one of the top ten disabilities among adults 18 years and older.[5] 
• 60 percent of students identified as problem learners have undetected vision problems.[7]

The Think About Your Eyes campaign is launching on the heels of a successful two year, nine-market pilot program that reached approximately 25 percent of the United States, drove millions of people to their eye doctor, and helped lead to the discovery of more than 367,000 previously undiagnosed cases of eye disease. The regional pilot was an overwhelming success that resulted in an 8 percent increase in eye exams in the test markets.

"We are thrilled to bring this important eye health initiative to life on a national scale given the success we saw in the regional pilot," said Ed Greene, chief executive officer of The Vision Council. "The message we want to share is that annual comprehensive eye exams are as important as a person's regular physical. Eye exams not only help to prevent vision loss but can also detect broader health issues such as high blood pressure, diabetes, and heart disease." We've proven that this campaign can motivate public behavior on a large scale, and we're excited to see the eyecare community, from the American Optometric Association to independent eye care providers, and industry organizations across the country, join together to support Think About Your Eyes."

Starting today, people across the country will learn more about the campaign through cable television, radio, print, online advertising and social media engagement – all of which directs them to www.thinkaboutyoureyes.com where they can learn more about vision and search for a local Think About Your Eyes eye care provider to schedule an eye exam.

The Think About Your Eyes campaign is estimated to reach at least 120 million people with strong educational and motivational messages focusing on eye disease, eye strain, kids' vision and overall health. Television spots will be seen on cable stations such as TBS, FX, NFL Network, and Nickelodeon, during primetime viewing hours as well as other timeslots throughout the day, while radio advertising will run during the peak drive time hours. Print ads will run in magazines such as People, Parents, and Sports Illustrated while additional advertising will run as part of CNN's AccentHealth programming in primary care and pediatric offices. 

To learn more, visit www.thinkaboutyoureyes.com or find Think About Your Eyes on Facebook and Twitter.

About Think About Your Eyes
Think About Your Eyes is a public awareness initiative focused on educating consumers about the importance of vision health and annual comprehensive eye exams.  For more information, visit www.thinkaboutyoureyes.com.

[1] Harris Interactive Survey for Lighthouse International

[2] Johnson & Johnson Vision Institute, American Optometry Association (AOA)

[3] FLORIDA TODAY ADVERTISING SUPPLEMENT, MONDAY, MAY 18, 2009; By Dr. Hetal Vaishnav, M.D. and Dr. Gary J. Ganiban, M.D.

[4] World Health Organization

[5] Center for Disease Control

[6] The Vision Council

[7] American Optometric Association

SOURCE Think About Your Eyes