JulEYE Broadens Eye Care Message

The campaign aims to raise the public’s awareness of the need to have regular eye checks while also raising funds for those who cannot afford to pay for eye care. Already awareness has been generated thanks to Flamenco, the Foundation’s flagship event in June, which attracted a guest list of 150 including ophthalmologists, patients, industry supporters, sponsors and corporates.

“JulEYE 2011 will be broken into four weeks across the month with a new theme each week. In the first week, we’ll return to last year’s key message to get your eyes tested regularly, make sure tests are scheduled on the family’s medical calendar and the importance of eye health,” said Ms. Spurrett, Chief Executive Officer of the Eye Foundation.

“To coincide with Diabetes Week, in week two we’ll focus on diabetic retinopathy. In week three, as children return to school, the Foundation will focus on the need for children to have their eyes tested. Ophthalmologists will talk about the ability children have to participate in learning when they are vision impaired,” she said.

JulEYE 2011 will be broken into four weeks across the month with a new theme each week. In the first week, we’ll return to last year’s key message to get your eyes tested regularly, make sure tests are scheduled on the family’s medical calendar and the importance of eye health

The campaign will conclude in week four with an announcement of how the funds raised during JulEYE will be spent. The public will be left with a key message on eye protection and top tips on how to look after sight.

Advertising for JulEYE will continue into August thanks to generous contributions from free to air and subscription television, national print, radio and on line promotion. The campaign will be complemented by social media, with a strong presence on facebook, twitter and a blog spot (eyesiteblog.com).

Additionally, the Optometry Association of Australia will distribute 4,500 posters to association members around Australia.