The Vision Council’s public education initiative, Think About Your Eyes—intended to raise awareness of ocular health and vision—has increased the volume of eye exams by 4.5% since its national rollout last year. 

Those additional visits (5.2 million annually) led to the identification of more than 525,000 cases of previously undiagnosed eye disease, said Alcon, as it announced its support of the campaign.

A mix of print, broadcast and digital advertising conveys educational messages about eye disease, eyestrain, children’s vision and how regular eye exams can positively affect overall health. The campaign encourages consumers to schedule an eye exam by visiting

Participating optometrists receive referrals, promotional efforts and patient education materials, in exchange for an annual membership fee of $250 or $500.

Support comes from the Vision Council, the AOA and industry, with Alcon being the newest partner to sign on. 

“This campaign is about doing the right thing for patients. It’s not about specific companies or products,” said Eric Bruno, Alcon’s VP and General Manager of US Vision Care. The company’s support, he added, will “help amplify the campaign to reach even more people with these important messages."