Optometry Australia aims to increases consumer awareness of the need for regular eye health examinations through a national information campaign launched in early September.
The Good Vision for Life campaign responds to Australians’ passivity towards their eye health and the alarming fact that almost half of the Australian population suffers some form of long term vision impairment – the vast majority of which can be treated, and in some cases avoided, through regular eye examinations.
Good Vision for Life further aims to reduce the $16.6bn economic burden that vision disorders have on the Australian economy.
The campaign highlights the value of prevention and early detection to the Australian community.
The campaign highlights the value of prevention and early detection to the Australian community
At the centrepiece of the campaign is a new consumer website – goodvisionforlife.com.au – with a wide range of eye health and vision information as well as a ‘find an optometrist’ search functionality. The campaign includes online advertisements, social media and video, as well as radio and a moderate TV campaign. It has been designed to appeal to a target audience of 40 to 59-year-old Australians, the majority who have children under 18, are still in the workforce and have ageing parents.
Members of Optometry Australia are encouraged to participate through promotional opportunities to increase their local community’s understanding of the need for regular preventive eye health examinations.
