The call to action of “have your eyes tested and macula checked” aimed at those most at risk of macular degeneration, the fifty plus age group, is once again the key message of the campaign.
Julie Heraghty, CEO of the Foundation said, “The last five years of implementing the “How’s your macula?” advertising campaigns has unquestionably secured outstanding results. When the advertisements first appeared, only 58 per cent of Australians over 50 were aware of macular degeneration and that figure now sits at 92 per cent.”
The Foundation has also tracked the campaign’s strong call to action of “have your eyes tested and macula checked” with optometrists which shows it has resulted in a significant increase in people visiting their optometrist requesting to have their macula checked.
Optometrists are requested once again to participate in the online post campaign survey in June. The campaign is supported by Bayer.