WASHINGTON: The Vision Council of America, a trade group for companies that make eyewear and eye exam equipment, has retained GYMR for a consumer outreach campaign.
The $500,000 campaign builds on an initiative already in place that uses eye care providers to increase awareness of the importance of regular exams.
The next stage of the campaign will run five to seven years, targeting consumers who do not have a relationship with an eye doctor, according to Joseph LaMountain, VP of strategic communications.
"We found that eye doctors were doing a pretty crummy job of educating people," he said.
GYMR will create print, radio, and broadcast PSAs to encourage regular vision check-ups. The agency will also oversee media relations and build partnerships.
In addition, the first two years of the campaign will include a focus on children's eye exams, according to Sharon Reis, a founding partner at the agency.
Reis noted that 80% of learning is visual before age 12, but one in four children has an undiagnosed vision disorder.
In addition to media relations, GYMR will conduct research on how many children are not being screened for eye problems.
The agency will also collect stories from parents whose children have struggled in school because of unrealized eye conditions.
GYMR won the account after a competitive pitch against eight other agencies, including Ogilvy and Ruder Finn.