Consumer Outreach

Consumer Outreach

Communicating the importance of vision care and vision care products to the public is a priority for The Vision Council. Through media relations, marketing and advertising campaigns, online outreach, special events and partnerships, The Vision Council makes sure that all consumers hear about the importance of taking care of their vision and are educated about the variety of eyewear options available to them.

The Vision Council maintains consumer outreach campaigns representing various topics of importance to the industry. Read below for further information on The Vision Council's current campaigns.

Eye Exams

As a key financial and promotional supporter of the Think About Your Eyes® campaign, The Vision Council is a major proponent of educating the public on eye health and the significant benefits of appropriate vision care. With the support of the eye care industry and providers, TAYE is using television, print, radio and online advertising and social media to change public thinking about the importance of eye health and the need for comprehensive eye exams to lessen the incidence of diabetes, heart attacks, strokes and other major health concerns. Find out more about what The Vision Council is doing to promote comprehensive eye exams, and how you can get involved.


Eyecessorize is The Vision Council's campaign to increase awareness of the fashion and lifestyle aspects of eyewear. By sharing the latest in eyewear trends, advances in technology and advice from eyewear experts, The Vision Council educates millions of Americans about options in eyeglasses and sunglasses. Find out more about The Vision Council's Eyecessorize campaign.

Lens Trends and Technology

The Vision Council's campaign to educate consumers about the variety of lens options and available treatments has grown to include the effects of digital screens and devices on eye health. Public relations, special events and consumer media reports are used to generate awareness and drive purchase intent. Find out more about The Vision Council's efforts to promote the latest lens trends and technology.

Low Vision

The Vision Council educates consumers and caregivers in the low vision community through, a dedicated online resource for people with vision impairment due to macular degeneration, diabetic retinopathy, glaucoma and other eye conditions. Find out more about The Vision Council's Low Vision consumer outreach campaign.

OTC Readers

The Vision Council's maintains a marketing and advertising campaign to reach consumers with messages promoting over-the-counter (OTC) reading glasses, or readers. Targeting mostly males aged 45+, The Vision Council often brings humor and folly into play when bringing attention to the need for readers as well as the resistance to wear them. Find out more about The Vision Council's efforts to promote OTC Readers.

UV Protection

The Vision Council has been working to increase sunglass and other protective eyewear purchases by promoting the importance of ultraviolet (UV) protection to consumers in a variety of ways. Consumer outreach includes traditional public relations, social media activities, and face-to-face interactions throughout the year. In 2014, the UV campaign garnered almost 500 million impressions by the end of August, making it more successful than years past by 300%. Find out more about The Vision Council's UV Protection campaign.