VCA and AARP Launch Public Service Advertisement Campaign
Alexandria, VA (September 11, 2007) - The Vision Council of America (VCA) and AARP today launched their second public service advertisement (PSA) campaign designed to educate Americans over the age of 40 about vision health. Titled “Sight Matters. Look into Your Eyes.,” the PSA highlights the fact that while many Americans devote a great deal of attention to the way their eyes look, few place a high priority on how well their eyes see.
It is estimated that six million Americans over the age of 40 have an uncorrected visual impairment. By the year 2020, this number will soar, which makes educating Americans about preventive vision care a national health priority. By encouraging Baby Boomers that “it might be wise to look into your eyes,” the PSA promotes being proactive to maintain healthy vision.
“Because Americans over 40 are more likely to have glaucoma and macular degeneration, regular eye exams are critical,” said ophthalmologist Elaine G. Hathaway, M.D. “An eye exam can also detect signs of other serious health conditions such as diabetes and hypertension.”
The PSAs will be distributed to more than 8,000 print and broadcast media outlets in early September. “Given our aging population, there is a definite need to educate Baby Boomers about taking care of their vision,” said Ed Greene, VCA CEO. “With an extremely credible partner and wide reaching channels of distribution, we can reach millions of Boomers and remind them about the importance of preventive vision care.”
The campaign builds upon VCA’s public health initiative “Check Yearly. See Clearly.” which aims to educate Americans about the importance of regular vision care. In 2006, VCA partnered with AARP on a similar campaign to educate Americans over 40 about the importance of vision health and reached over 100 million Americans.