The Professional Eyecare Resource Co-Operative and Infinity Vision Alliance have announced their endorsement of the Think About Your Eyes advertising campaign, and are formally encouraging all their members to join and support the initiative.
According to David Golden, OD, PERC co-founder, “All of us in the vision care community and the profession have waited too long for a campaign that will educate the public on the need for better eye health and annual comprehensive exams. Finally - Think About Your Eyes is the real deal. This campaign directly targets the American consumer via mass media, and is changing public behavior.”
The multi-million dollar TAYE initiative is being conducted by a non-profit subsidiary of The Vision Council in Alexandria VA.
In 2014, Think About Your Eyes is projected to reach 93 percent of adults aged 25 to 54 through national television, radio, print and online/digital advertising with strong educational and motivational messages focusing on eye disease, eye strain, kids’ vision and the positive impact of annual 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 Ed Greene, chief executive officer of The Vision Council, “The member doctors of the PERC and IVA Alliances are leaders in the profession, and we are thrilled to have their endorsement and support. TAYE is supported both by industry partners and individual doctors, and having the founders of PERC and IVA share our vision for educating the public and growing eye exams is a big step forward.”
PERC and IVA together represent approximately 1100 practices in 44 states in the U.S., Golden said. “We want to have every PERC and IVA member listed on TAYE’s website locator, in order to be seen by consumers engaged through TAYE advertising. Together with ABB Optical Group, we’ve made it easy for our doctors to join through their normal supply-chain ordering process. Now - this is our chance to really affect public behavior and get people thinking about their vision.”
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