Partnership between Vision Council of America and AARP

The Vision Council of America (VCA) and AARP today announced a partnership to educate adults about the importance of regular vision care. It is estimated that six million Americans over the age of 40 have an uncorrected visual impairment. By the year 2020, this number will soar, which makes educating Americans about preventive vision care a national health priority.

'Because Americans over 40 are more likely to have glaucoma and macular degeneration, regular eye examinations are critical,' said ophthalmologist Elaine G. Hathaway, M.D. 'An eye exam can also detect signs of other serious health conditions such as diabetes and hypertension.'

A recent survey1 found that nearly 75 percent of Americans think that vision loss is a normal part of aging. 'By working together with AARP, the premier association for mature Americans, we can educate older adults that this is not the case and that good vision can be maintained through regular, comprehensive eye examinations,' said Bill Thomas, VCA's CEO and executive vice president.

The centerpiece of the VCA/AARP partnership will be a public service advertisement (PSA) campaign about the need for regular eye exams for those over 40. Specifically, the PSA informs consumers that 'an eye doctor can see things you can't,' and encourages older Americans to be proactive in maintaining healthy vision.

The PSAs, endorsed by the Ad Council - the preeminent authority on PSAs - will be distributed to more than 10,000 print and broadcast media outlets. They will also be packaged in other formats, such as brochures and posters, to be distributed throughout VCA and AARP grassroots networks.

'By tapping into these extensive networks, we can educate millions about the necessary steps needed to ensure a lifetime of healthy vision,' said Tom Nelson, AARP chief operating officer. 'This allows Americans over 50 to sustain their independence and quality of life.'

This PSA campaign builds upon VCA's public health initiative 'Check Yearly. See Clearly.' which aims to educate Americans about the importance of regular vision care. Last year, VCA embarked on a similar partnership with Reading Is Fundamental, a national non-profit children's literacy organization, to educate parents on the link between healthy vision and learning. The PSAs reached more than 100 million Americans and won two advertising awards.