Awareness campaign close-up: Brits urged to test for cataracts

A Californian company is running Britain’s first awareness day for cataracts as it bids to boost adoption of its latest lens.

Organisation Advanced Medical Optics
Campaign National Cataract Awareness Day
PR team The SPA Way
Date 14 March 2006

The Advanced Medical Optics (AMO) campaign is encouraging individuals of all ages to get their eyes tested. It is being managed by its retained UK agency The SPA Way.

The target is men and women aged over 60 – although cataracts (a clouding of the eye's natural lens) can occur infrequently in younger people.

The day has been set up to 'demonstrate how common the ailment is and to educate sufferers on the range of highly effective treatments on offer to rectify the condition'. AMO's treatment lens is called Tecnis IOL.

The SPA Way has been handling media relations, targeting national, regional and trade press.

Work has included attempting to get profiles of Tecnis IOL surgeons published, and highlighting the procedure's efficacy to scientific publications.

The campaign has also sought to highlight areas where having a cataract can be dangerous. For example, The SPA Way has joined forces with road-safety association GEM Motoring Assist to highlight the danger of driving with an undetected cataract.

Tecnis IOL was launched in the UK last autumn and is now available in around 45 clinics nationwide. The SPA Way reports to AMO's UK offices in Buckinghamshire.

For further information contact The SPA Way associate director Sophie Cork on 020 7403 6900.

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