Eye Deserve More highlights eye health at work and play

January 17, 2024
The AOA campaign shows breadth and depth of opportunities to engage with Americans across demographics, with creative outreach and insightful audience segments.
Eye Deserve More Graphic

Many consumers don’t know that eye health is about more than how well they can see. That’s where the AOA’s multi-channel marketing campaign, Eye Deserve More, comes in.  

As the world of health care evolves and consumers absorb an overwhelming influx of information, Eye Deserve More delivers year-over-year the message that scheduling annual comprehensive exams with an AOA doctor is the best way to safeguard future eye health.  

With more than 260,000 clicks to the AOA’s doctor locator and the Eye Deserve More landing page in 2023 (more than double since the campaign launched in 2021), the AOA is succeeding in its efforts to activate consumers and drive them to an AOA doctor near them. 

2023 year in review  

Blink Land 

The AOA found that many gamers experience symptoms of digital eyestrain, and while they are aware that digital screens cause vision damage, 54% do not get a yearly comprehensive eye exam and 46% report reluctance to speak with their doctor about their screen time and/or gaming lifestyle.  

The AOA set out to meet gamers where they are the most—on their phones—and educate them on how to care for their eyes on screens and off and encourage in-person exams with an AOA doctor of optometry. Reaching for out-of-the-box ideas and extending further than any association before, the AOA created Blink Land 

As players enjoy mini games and trivia, they also receive doctor-reviewed tips and are prompted to check out the AOA’s doctor locator. Blink Land was front and center at Optometry’s Meeting where hundreds of attendees were able to engage and play at the AOA’s gaming lounge.  

Eye Deserve More impact to date: 

  • 594K visits to the AOA Doctor Locator and Eye Deserve More landing page  
  • 9.4K pieces of media coverage 
  • 2.1K+ Blink Land downloads 

‘Always-on’ strategy 

Throughout the year, the AOA maintains an “always on” 24/7 media approach to elevate AOA doctors of optometry and keep eye health top of mind for reporters year-round. From issuing consumer alerts for air pollutants and the Federal Trade Commission’s eye drop recalls to providing safety tips for the annular solar eclipse, the AOA continues to monitor the evolving news landscape and engage with a range of outlets across broadcast, print and online channels to drive optometry’s message and build awareness about the primary eye health care doctors of optometry provide—and we are breaking through, reaching patients, other health care providers and legislators with our message.  

Just before kids headed back to classrooms, we advocated for children’s eye exams during back-to-school season during a satellite media tour featuring AOA President Ronald L. Benner, O.D., where he interviewed with 30 broadcast news outlets across the country, resulting in a total of 1,242 airings reaching an audience of 19.7M. Viola Kanevsky, O.D., AOA volunteer, also was featured in a live TV interview with CBS at her practice as part of the initiative, which was widely syndicated at nearly 200 stations across the country.  

Eye Deserve More evolves in 2024 

The next phase of the campaign will shift its focus from gaming to champion eye health in the workplace, which will include releasing areportin partnership with Deloitte Access Economics on the costs of unmanaged screentime. Launching in late January, the report will highlight the impact of spending 7+ hours on a screen and not seeing an AOA doctor annually, and how scheduling an in-person comprehensive eye exam can prevent further costs to an individual’s health care, productivity and well-being. Learn more about the initiative here.  

Leveraging key moments-in-time, the AOA will release “safe-viewing” resources for the total solar eclipse for the public and for members to use in office and online leading up to and on April 8, 2024. Later in the summer, Eye Deserve More 4.0 will launch to build on its success and raise awareness of what constitutes quality eye health care, bolster affinity for AOA doctors, and drive even more doctor searches to deliver patients to AOA doctors for in-person care.  

Get involved 

There are several ways to get involved with the campaign, including: 

  • Eye Deserve More Toolkit: Use the toolkit located on the Join Eye Deserve More page to access customizable creative materials to add to your 2024 public relations and communications efforts.  
  • Join the Eye Deserve More email list. 
  • Share on social: Share campaign creative and information on eye health and vision care on your social channels! The AOA provides a monthly social media calendar with social posts, images and customizable content that coincides with AOA’s own activities. Be sure to follow AOA on social media and engage with us!  
  • Doctor-patient stories:Eye Deserve More is always looking for powerful stories from patients whose lives have been positively impacted by the expert eye health and vision care AOA doctors deliver.  
  • Optometry’s Meeting®:Join the AOA and AOSA at Optometry’s Meeting and support Eye Deserve More on-site.  

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