VCA's "Sight Matters" PSA Wins ADDY Award
Alexandria, VA (March 21, 2008) – Recognizing the best in creative excellence in advertising, the Advertising Club of Metropolitan Washington chose the latest public service announcement (PSA) from the Vision Council of America (VCA) as an ADDY Award winner. The “Sight Matters. Look into Your Eyes.” PSA received top honors in the Regional/National TV, Consumer Services, Health Care Services Television category.
“It truly is a pleasure to be a recipient of this award,” said Ed Greene, VCA’s chief executive officer. “As an organization we are always working to develop creative and innovative ways to bring attention to vision health and the ‘Sight Matters’ PSA we did with AARP has been a huge success.”
Since its launch in September 2007, the “Sight Matters” PSA campaign has seen much success, garnering over 41,000 placements and reaching an estimated 63 million Americans. With an ad value of nearly $2.5 million, the PSA and its related media outreach have resulted in an 8:1 return on investment.
The ADDY Awards are the advertising industry’s largest and most representative competition, attracting over 60,000 entries every year in local ADDY competitions. The Advertising Club of Metropolitan Washington, which is a chapter of the American Advertising Federation, received 841 entries from 75 agencies, design studios, media outlets and individuals across the region.
A total of 104 ADDY Awards and 146 Citations of Excellence were granted. Having won an ADDY, “Sight Matters” will be automatically entered into the District Two competition, along with the other winners from Washington, D.C., New York, New Jersey and Pennsylvania area clubs.
VCA and AARP partnered on the “Sight Matters. Look into Your Eyes.” PSA designed to educate Americans over the age of 40 about vision health. 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.