With 50 per cent of sight loss being avoidable, RNIB is keen to see an improvement in decision-making about eye health in day-to-day clinical practice.
The five month awareness and education campaign is designed to improve GP understanding of the diagnosis, treatment and care solutions for patients with eye health problems.
The launch follows research carried out by Doctors.net.uk among doctors to determine their confidence levels when dealing with eye health issues. The campaign content is based on these findings and has been tailored precisely to doctors' needs.
Barbara McLaughlan, RNIB campaigns manager, said: 'Our work has previously focused on influencing national policy or individuals' health choices, but targeting GPs effectively has been a challenge for us. Thanks to the in depth research we were able to conduct beforehand, we've designed a campaign which addresses the specific areas in which GPs have said they require the most help.'
Simon Grime, head of healthcare communications for Doctors.net.uk, added: 'Thanks to the comprehensive educational resources that have been created, this campaign will bring about a real change in the diagnosis and treatment of ophthalmic patients.'