The latest phase included a press release with new research being sent out to the national and broadcast media. The in-house PR team was supported by retained agency 3 Monkeys.
The research revealed that three in four parents are risking their child's eyesight by exposing them to bright sun without appropriate protection.
Nearly a third of parents in Britain do not buy their children sunglasses, a poll of 2,000 people for the College of Optometrists revealed.
The story was discussed on GMTV, Radio 4 and also featured on the BBC News website.