CHICAGO: Prevent Blindness America (PBA) has launched its first national consumer awareness campaign, hoping to stress the importance of regular eye care and highlight the fact that half of all cases of blindness in this country are preventable.
GolinHarris is lending assistance to the nonprofit, providing media relations as the effort ramps up, according to Dan Garrett, SVP for PBA.
The campaign will target "sandwich moms" who are responsible for the healthcare needs of two generations, he added.
"She's the one who will ultimately determine that both her kids and parents get regular eye care," Garrett said.
Debbie Harvey, VP at Golin, said the firm was targeting primary-aging and health trade titles read by healthcare professionals.
"Our goal is to raise the visibility of PBA as the preeminent patient-advocacy [entity] for preventive eye care," Harvey said.
The effort, which corresponds with the 100th anniversary of the PBA, features a PSA developed with the help of ad agency Draft FCB. WestGlen Communications helped distribute the PSA.
Garrett said the organization was attempting to use its observation calendar to drive media coverage. The PBA already designated December "Safe Toys and Gifts Month" in wake of the recent focus on toy safety.
The campaign is also set to add online components in the coming months, including a contest entitled "Seeing America" which will feature people talking about some of the special moments they might have missed if not for preventative eye care.