| Think About Your Eyes, a national public awareness campaign about the importance of scheduling an annual eye exam, launches its 2018 advertising campaign today, January 15. Advertisements will run throughout the first three quarters of the year, with search engine optimization, a major driver of traffic to the campaign website and doctor locator, occurring year-round.|
The campaign is tailored to yield the highest level of awareness, with ads slated to run on 40 cable channels including Comedy Central and USA, online radio and video like Spotify and Hulu, local radio and syndicated radio shows like Ryan Seacrest and Delilah as well as online banner ads on popular websites like Web MD, People, and Yahoo. The current plan is expected to reach 95% of the target audience (adults age 30–39) over the course of the year, encouraging the public to schedule an annual eye exam with their optometrist.
The ads will feature the “Seeing is a Gift” creative messaging introduced in the summer of 2017. The campaign celebrates the gift of sight and focuses on inspirational messaging around everything vision allows people to experience. Recent research conducted on this new messaging found that 7 in 10 respondents said they were likely or very likely to schedule an annual eye exam after viewing.
“Think About Your Eyes is the campaign the vision community has been waiting for, promoting the importance of an annual comprehensive eye exam and thus the benefits of vision health overall,” said Rick Weisbarth, OD, vice-chair of the Think About Your Eyes advisory committee. “We all benefit from this campaign and its message, and I look forward to the 2018 results continuing to grow the eye care industry.”
For general campaign inquiries, or industry members interested in becoming official Think About Your Eyes partners, please contact Ron Sallerson, director of development for Think About Your Eyes.
About Think About Your Eyes
American Optometric Association,