The Vision Council has been working to increase sunglass and other protective eyewear purchases by promoting the importance of ultraviolet (UV) protection to consumers in a variety of ways.
Consumer outreach includes traditional public relations, social media activities, and face-to-face interactions throughout the year. Since the 2016 launch on May 4, the UV campaign has already garnered over 84 million impressions.
Get Involved with National Sunglasses Day 2017
Brought to you by The Vision Council, National Sunglasses Day – held annually on June 27 – is a commemorative date celebrating the importance of wearing UV-protective sunwear. As a member of The Vision Council, you understand the significance of spreading this message throughout the optical industry, with the goal of educating consumers about UV eye safety and increasing product sales.
Building upon the overwhelming success of the 2016 campaign – which went viral, trending on social media and garnering more than half a billion consumer media impressions –The Vision Council is encouraging members to incorporate National Sunglasses Day into their 2017 sunwear sales plans. Click here for more details and to find out how you can get involved.
2016 Consumer UV Protection Report
The Vision Council is educating consumers on the serious eye risks from exposure to the sun's ultraviolet (UV) rays with its newest UV protection report, Spare Your Sight: Using Shades for Protection and Style, ensuring that consumers are making UV protection a crucial consideration when buying sunglasses, and looking for lenses and frames designed for their own specific activities and lifestyles. The release of the report to consumer reporters and editors coincides with May as UV Awareness Month, as consumers prepare for the start of summer and the Memorial Day holiday. An abbreviated overview of the information was also shared with long-lead magazines in February of this year, promoting story ideas and supplements for their summer issues.
New Industry-Focused UV Protection Report
In addition to this annual consumer UV protection report, The Vision Council has unveiled a second version of the report designed specifically for members of the optical industry. This report focuses on the statistical findings from VisionWatch data in order to inform readers about consumer perceptions of UV effects and UV-protective eyewear, and their knowledge of the many option available in today's market. A supplemental report is also available, providing a more detailed breakdown of the VisionWatch data and giving members the information needed to make informed business decisions. As the information becomes available, further editions of this report will include trended data and other yearly market changes.
Developed by a working group in response to member demand, this new report can be utilized by members and their accounts, including the ECP community and sales representatives, as well as for internal company education and corporate knowledge development.
This new resource includes an amended version of the consumer infographic that can be used within the industry on social media or as a "leave behind" for members and their accounts. Members are permitted and encouraged to print the report and corresponding infographic to utilize as they see fit.
In 2016, National Sunglasses Day resulted in more than half a billion media impressions, becoming an official trending topic on social media. The National Sunglasses Day message was spread throughout top-tier outlets. A snapshot of the coverage includes:
- Online coverage: Examiner.com, TheHuffingtonPost.com, SportsIllustrated.com, Yahoo.com and Vogue.com, among many others
- Broadcast coverage: “TODAY with Kathie Lee & Hoda,” Fox & Friends,” “Fox News,” “Weather Channel” and “GOLF,” among many others
- Social media coverage: Celebrity Instagram posts from Joe Biden, Lea Michele, Pitbull, Victoria Beckham and Whitney Eve Port; publication Instagram posts from Billboard, Cosmopolitan, ELLE, Marie Claire and People; and sports team Instagram posts from ESPN, the New York Yankees, the New England Patriots, the Pittsburgh Steelers and the Carolina Panthers, among many others