VCA, AARP launch second vision health PSA campaign

October 15, 2007

The Vision Council of America (VCA) and the American Association of Retired Persons (AARP) have launched "Sight Matters: Look into Your Eyes," their second public service advertisement (PSA) campaign designed to educate Americans aged 40 and older about vision health.

lexandria, VA-The Vision Council of America (VCA) and the American Association of Retired Persons (AARP) have launched "Sight Matters: Look into Your Eyes," their second public service advertisement (PSA) campaign designed to educate Americans aged 40 and older about vision health.

The PSA highlights the fact that although many Americans devote a great deal of attention to the way their eyes look, few people place a high priority on how well their eyes see. The PSAs have been distributed to more than 8,000 media outlets.

It is estimated that six million Americans aged 40 and older have an uncorrected visual impairment. By the year 2020, that number will soar, which makes educating Americans about preventive vision care a national health priority. By encouraging baby boomers that "it might be wise to look into your eyes," the PSA promotes being proactive to maintain healthy vision.

Ed Greene, chief executive officer, VCA, said, "Given our aging population, there is a definite need to educate baby boomers about taking care of their vision. With an extremely credible partner and wide-reaching channels of distribution, we can reach millions of boomers and remind them about the importance of preventive vision care."