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AN E-NEWS BRIEFING ABOUT WEB TECHNOLOGY & INTERNET TRENDS August 8, 2012
What Works

ECPs Can Leverage UV Awareness Messages on Social Media This Summer, Via The Vision Council's "Missing Sunglasses" Initiative

By CLICK Staff


NEW YORK—A major initiative on the part of The Vision Council to inform traditional and new media outlets about the harmful effects of UV radiation has taken on the topic via special reports and, in large part, a host of digital and social media vehicles and tools – many of which can and are being leveraged by eyecare professionals around the country.

The association's new UV media report, Finding Your Shades, Protecting Your Vision," has been featured by more than 1,700 national and local news outlets ranging from radio, TV, print and online media, generating more than 260 million media impressions to date, The Vision Council reports.

In addition, a new concept from The Vision Council's marketing team, The Bureau of Missing Sunglasses has been hosting a series of street team location events around the country, with teams of "Bureau" representatives in New York, Chicago and Los Angeles handing out educational materials about the dangers of UV exposure and shopping tips for UV-protective eyewear. Upcoming street team locations include: Aug. 10-Aug. 12: Bite of Oregon in Portland and Aug. 31-Sept.3: Festival of Sail in San Diego.


The Bureau uses interactive and mobile tools (e.g. Facebook poster app and iPad version of PackLists – a suitcase-packing app checklist) to help spread the word in addition to the Bureau's humorous Facebook and Twitter pages, where vision health information is posted.

ECPs, most of whom are constantly looking for content for their own Facebook pages and Twitter posts, should also be aware that additional media coverage this summer is likely to come via a partnership with THE MOTHERHOOD, a blog conglomerate of mothers active in their communities, to identify influential bloggers who regularly discuss health topics and are appropriate ambassadors for the summer sustained outreach: keeping children's eyes safe while they enjoy summer vacation. On July 18, Vision Council chairman Jamie Shyer and BVI Member Dora Adamopoulous, OD —presented 30+ bloggers with detailed information on the health benefits of protecting children's eyes from UV rays and the long term risks of not doing so during an hour-long webinar. It is estimated that the blog coverage will garner more than 300,000 media impressions, with further reach from social media.

 

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ECPs Can Leverage UV Awareness Messages on Social Media This Summer, Via The Vision Council's "Missing Sunglasses" Initiative

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