DURHAM, NC: Webb Patterson, AOR for Allergan's glaucoma medication Lumigan, has added a new component to its ongoing national awareness campaign: Partnership for Sight, a voluntary group designed to educate consumers about risk factors.
"The idea is to correct the media's perception of glaucoma as a minor disease," said Katy Dimmick, account lead.
Screenings are being done in conjunction with events in locations heavily populated with African Americans and people over 40 - both susceptible demographics. African-American media outlets, in addition to local trade and health publications, are being targeted.
Groups involved include The Glaucoma Research Foundation, recognized by Webb Patterson as the core knowledge source behind the effort. The agency distributes a fact sheet from the foundation, and directs audiences to its site.
The "just under $1 million" per year Lumigan work, according to CEO Jim Patterson, was awarded to the agency in 2001 when Patterson, a glaucoma patient himself, approached Allergan with a proposal.