They plan a Jeopardy! tie-in.

(Press Release) BRIDGEWATER, NJ – This February, Bausch + Lomb is partnering with Prevent Blindness for the second year in a row to urge patients to join the fight for their sight during Age-Related Macular Degeneration Awareness Month.

This year’s activities include a consumer-focused social media campaign and media integration with Jeopardy!, America’s Favorite Quiz Show.

“AMD is a progressive eye disease and a leading cause of blindness in people age 50 and older and 1 out of 5 people over the age of 65 will be diagnosed with the disease,” said Joe Gordon, senior vice president and general manager, Bausch + Lomb Consumer Healthcare. “Which is why it’s so important that we not only support and empower the estimated 11 million people that are impacted by AMD, but also motivate others to join the fight to preserve their sight for the future. At Bausch + Lomb, we believe that nothing is more important than patients’ vision, which is why we are continuously looking for creative ways to educate the public about eye health.”  

As part of AMD Awareness Month and to kick off the month, Bausch + Lomb has partnered with Jeopardy!, America’s Favorite Quiz Show, to create a special EYE HEALTH category scheduled to air on Feb. 7. Check local listings for show times and stations.

Throughout the month of February, consumers are encouraged to join the initiative by helping to raise awareness and showing their support of the AMD patient community on social media. For every “share” or “like” of a Bausch + Lomb Facebook post promoting AMD Awareness Month, Bausch + Lomb will donate $1 to Prevent Blindness, up to $25,000. Consumers can also raise awareness by adding the #WhyEyeFight picture frame to their Facebook profile picture by visiting www.joyofsight.com/whyeyefight for more details. By visiting the website, consumers can also share posts communicating why they fight to help preserve their vision for the future right to their Facebook and Twitter feeds using the hashtag #WhyEyeFight. Links to the Bausch + Lomb AMD Facebook posts and instructions on how to add the Facebook profile picture frame are available at the site.

“We are excited to partner with Bausch + Lomb once again to encourage others to join the fight to preserve their vision for the future” said Hugh R. Parry, president and CEO of Prevent Blindness. “By sharing their story and raising awareness of the disease, consumers can help remind others not to take their vision for granted.”

“Although there is no cure for AMD, it is important that appropriate steps are taken to help reduce patient’s risk of progression,” said Dr. Michael Cooney, MD, a New York-based retinal specialist and expert in the study of retinal disease. “For my patients, I recommend a healthy diet and PreserVision AREDS 2 Formula eye vitamins, which includes the specific combination of nutrients, recommended by the National Eye Institute for people with moderate to advanced AMD. Patients should talk to their eye doctor to see if an AREDS 2 formula supplement is right for them.”

For more information on AMD or the #WhyEyeFight program, visit www.joyofsight.com/whyeyefight or www.preventblindness.org/amd. Follow the conversation on Twitter and Facebook with hashtag #WhyEyeFight.