National ‘Think About Your Eyes’ Campaign Sets New Benchmark for Eye Exams


(Press Release) ALEXANDRIA, VA – The national “Think About Your Eyes” campaign established new standards in 2015, reaching more consumers and producing more eye exams than it has previously. Nearly 1.3 billion consumer impressions were generated, and the message was seen or heard by more than 132 million adults.

In 2015, the campaign generated more than 1 million eye exams, bringing in $55.5 million in eye exam revenue as well as an additional $444 million industry revenue from sales of glasses and contacts generated by campaign-promoted eye exams. Since its inception, more than 2 million people have visited the campaign website where they can find local Think About Your Eyes eyecare providers, and an additional 1 million website visitors are expected in 2016.

2015 marked an increase in dedicated public relations and social media efforts for the campaign, yielding more than 285 million impressions and garnering mentions in Parents, The Huffington Post, and on CBS Radio. Think About Your Eyes also ended the year with a larger presence on Facebook, growing its audience to more than 51,000 users after starting the year with approximately 6,000, an increase of more than 700 percent.

Twenty-Nine State Optometric Associations have now joined the Think About Your Eyes campaign, helping to grow the number of providers listed on the Think About Your Eyes doctor locator to more than 16,000 from 4,000.

The 2015 advertising included 7,300 television spots across 31 targeted cable networks such as USA, A&E, TBS, ESPNU and Comedy Central, mostly during primetime. In addition, nearly 600,000 radio spots aired across more than 5,200 stations on five different national radio networks – primarily during peak AM and PM drive times, with 30 million online radio ads heard on Pandora and Spotify. Digital ads were seen across desktops, mobile platforms and tablets, generating more than 105 million impressions over more than two thousand sites, including ESPN, YouTube, WebMD, Time, Sports Illustrated and Yelp.

These efforts will be ramped up for 2016, including six additional weeks of advertising for the campaign with more than 1.25 billion consumer impressions expected across national cable TV, radio, online radio and digital banner ads. 2016 TV and radio advertisements kicked off on Jan. 25 and include a new television ad focused on Presbyopia.

For general campaign inquiries or for industry members interested in becoming official campaign partners, please contact Dave Plogmann, managing director of Think About Your Eyes.