ALL EYES ON SUMMER

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Summer used to be a wide open calendar—weeks off from school for kids and a general slower pace of life. But in recent years, summers have become packed with events—weddings, summer camps, family vacations, and checking things off the list that were put on hold during busier months of the year. This summer, Think About Your Eyes will capitalize on the summer timeframe to promote annual eye exams for the whole family. Think About Your Eyes’ research shows that patients ages 30 to 39 are most receptive to health messaging and, more specifically, are likely to act on TAYE messaging for both themselves and their family members.

Laurel O’Connor is the senior communications manager for Think About Your Eyes. Think About Your Eyes currently lists more than 19,000 eye doctors on its online locator and reaches more than 85% of its target audience through a combination of advertising, media relations, and social media promotion. First Vision Media Group is a media partner of Think About Your Eyes

GOING PRO
This month, TAYE will partner with professional athlete and lifestyle expert Laila Ali, daughter of the late Muhammad Ali, to promote the importance of scheduling an annual eye exam while kids are out of school for the summer. Ali will share her own vision correction story of wearing glasses starting at age 11, as well as the experience of parenting a child who needed vision correction starting at age 5. She will appear in TV interviews across the country and will promote annual eye exams to her Facebook audience of more than 4 million people.

These efforts are coupled with the ongoing advertising campaign: TV ads airing on 41 cable networks, 22 million online video ads, and 230 million online banner ads. These ads are expected to reach 85% of the target audience of patients.

IT’S WORKING
Recent data shows that TAYE’s efforts yielded 3.4 million eye exams in 2017, resulting in industry revenue of $752 million. So, the campaign is working.

These results wouldn’t be possible without the support of leading companies in the industry and the 43 optometric state associations that stand behind the campaign. We invite everyone in the eyecare profession to support those who are supporting our industry and helping it grow. Visit ThinkAboutYourEyes.com/Industry-Portal to learn more.

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