Eye opener

The RNIB this week launched a campaign to end preventable sight loss in the UK by 2020.

Open Your Eyes follows on from last summer's widely covered anti-smoking campaign (PRWeek, 9 Sept 2005).

Running alongside national advertising, a PR campaign will target national, regional, ethnic, consumer, 'grey' and specialist press with RNIB data. The charity says two million people in the UK are at risk of needlessly losing their sight through treatable conditions.

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