The campaign used radio, digital and print media, and involved distribution of over 40,000 brochures and leaflets, including translated leaflets, to GPs, optometrists, ophthalmologists and diabetes educators across Australia. Editorial reached almost five million readers of various publications that included the Sunday Telegraph. People with diabetes were directed to their local optometrist for regular
eye testing.
Additionally the Foundation ran a CPD session for optometrists in Bundaberg with a presentation delivered by retinal specialist, Dr. Nathan Walker who treats in Bundaberg on a regular basis. The session was attended by 14 optometrists from eight of the 10 optometry practices in Bundaberg.
Macular Disease Foundation Australia was established to advocate and support the macular degeneration community. In 2012 the Foundation broadened its scope to all macular diseases. Chief Executive Officer Julie Heraghty said campaigns to build awareness of diabetic eye disease were important because 1.1 million people in Australia are living with diabetes and the longer they have the condition the more likely it is they will develop diabetic eye disease. Ms. Heraghty said diabetic eye disease was the leading cause
of blindness in working age adults in Australia.
