(Press Release) ALEXANDRIA, VA – The Vision Council has kicked off a new campaign to drive traffic to its website, www.whatislowvision.org – a site designed to educate low-vision patients and their caregivers about the types and causes of low vision, as well as low-vision solutions including devices and treatment options available.

The campaign, which kicked off on July 5 and lasts for a period of three months, utilizes search engine marketing (SEM) – an advertising tool that uses keywords and specific search terms to increase a site’s visibility in search engine results pages.

The Vision Council's whatislowvision.org serves as an online resource for people with vision impairment due to macular degeneration, diabetic retinopathy, glaucoma and other eye conditions often associated with aging. The site answers questions that those with low vision, their loved ones and caregivers may have by addressing its causes and warning signs, as well as vision-enhancing devices and medical solutions. The site also features a doctor/dealer locator, where consumers can locate low-vision products and services near them.

The Vision Council's SEM campaign will primarily target vision-impaired senior citizens, and secondarily their caregivers. The organization expects to receive between 70,000 and 80,000 visits to the site by the campaign’s end.