Think About Your Eyes has announced the launch of its 2015 television, radio, and digital advertising campaign to educate consumers on the benefits of vision health, highlighting the impressive growth and momentum of the industry initiative presented by The Vision Council and the American Optometric Association.
The first phase of this year’s campaign, which begins on Monday, February 2, spotlights the importance of annual comprehensive eye exams and their impact overall health, as well as the symptoms of eye strain. The message will reach an estimated 129 Million adults and generate 1.1 Billion impressions throughout 2015.
This new phase of the Think About Your Eyes campaign is launching on the heels of an overwhelmingly successful year in 2014, resulting in a 5 percent increase in total eye exams, 9.3 percent increase in pharmaceutical prescriptions or referrals written, and an almost 25 percent increase in eye diseases diagnosed since the campaign’s inception. The impact for eyecare providers has also been substantial, with a 6.7 percent increase in first time ever eye exams, a 5.0 percent increase in exams for patients under 18, and a 5.5 percent increase in total prescriptions written.
“We are thrilled with the growth to the industry that we’ve seen under this campaign – evidence that consumers are increasingly taking care of their vision – and we’re excited to once again bring this important eye health initiative to life on a national scale,” said Dave Plogmann, managing director of Think About Your Eyes. “Not only can eye exams help to prevent vision loss, but they can detect issues like diabetes, high blood pressure, and heart disease. We want the public to think of their annual eye exam as a regular necessity, just as they would think of their annual physical.”
The Think About Your Eyes campaign will include over 5,000 television spots across 22 targeted cable networks during primetime viewing hours as well, as other timeslots throughout the day, on stations such as USA, MSNBC, ESPNU, and Comedy Central.
More than 540,000 radio spots will run across more than 5,200 stations on 5 different networks – mostly during peak AM and PM drive times. Digital ads will also be placed using a cross-platform strategy spanning desktop, mobile and tablet, reaching more than 61 million impressions over more than two thousand sites, including ESPN, YouTube, WebMD, and Yelp.
The mission of the Think About Your Eyes campaign is to share educational and motivational messages about eye disease, eye strain, children’s vision and how regular eye exams can positively affect overall health. The campaign encourages consumers to schedule an eye exam by visiting thinkaboutyoureyes.com. The site, which has received more than 1.2 million visitors, features a comprehensive locator tool where visitors can easily find local Think About Your Eyes member eyecare providers.
For general campaign inquiries, or for industry members interested in becoming official Think About Your Eyes partners, please contact Dave Plogmann, managing director of Think About Your Eyes, at dplogmann@thinkaboutyoureyes.com.