Optometry Australia has developed Good Vision For Life, a national consumer eye health awareness campaign to highlight the need for regular eye examinations throughout life and promote the role of optometrists in preventative eye health care.
President of Optometry Australia, Kate Gifford, said most Australians remain oblivious to the need to have their eyes examined at regular intervals throughout life.1
“Unlike other major community health issues, outside of specific eye diseases, there has not in recent years been a sustained mass market campaign focused on general eye health and the critical role of optometry in the detection and prevention of avoidable long-term vision impairment. Optometry Australia is on a mission to close this gap,” she said.
“Our target audience is Australians aged 40–59, a demographic selected by Optometry Australia as they are considered primary household and workplace influencers, and through them we have the potential to reach the majority of Australians as 81 per cent have children and most also have ageing parents,” said Ms. Gifford.
Campaign delivery will be strongly focused on digital channels that will support consumer interaction, lifestyle and geo-targeting, data capture, tracking and analysis. A new consumer website – goodvisionforlife.com.au – will be launched as the primary place where consumers can go to find more information on eye health and to search for an optometrist. The digital focus will be backed by broadcast and video channels through innovative content partnerships rather than traditional advertising.
“As the peak body for optometry we strongly believe that the public’s perception of optometry must be improved if our quality eye health-care needs are to be met. We are extremely excited to launch this campaign and to start combatting the heavy AU$16.6 billion burden that avoidable vision impairment has on the Australian economy,” said Ms. Gifford. The campaign will launch in the second half of 2016 and roll-out until the end of June 2017.
1. OPSM, August 2015, research revealed that 86 per cent of Australians fear losing their sight more than any other sense but despite this fear, more than half admitted they would not get their eyes tested if their GP recommended it.