Think About Your Eyes ‘Back-to-School’ Campaign Generates 130 Million Impressions


Alexandria, Va.—Think About Your Eyes, a national public awareness campaign about the importance of scheduling an annual eye exam with an optometrist, has announced the results of its back-to-school marketing campaign, which has yielded more than 130 million media impressions, or exposures to the TAYE messaging, according to an announcement from the organization. “Summer break is an ideal time for parents to schedule health appointments for their kids, and ensuring that parents are including eye exams is a top priority for Think About Your Eyes,” said Dr. Steven Loomis, chair of Think About Your Eyes. “We’re thrilled that this campaign reached so many patients at a crucial time of year.”

After 2017’s campaign theme, "Seeing is a Gift," commercials—highlighting life’s most visually memorable moments (i.e. Wedding day)—TAYE partnered with major influencers this past summer to remind parents of the importance of children’s eye exams. TAYE worked with Laila Ali, pro-athlete and lifestyle expert, for a series of media interviews and social media posts. Ali is a professional boxer, TV personality and daughter to boxing champ Muhammad Ali. TAYE’s online influencer ‘Collectively’ secured several million more impressions, many from whom were parent bloggers.

Ali interviewed with 25 television and radio stations, celebrity and lifestyle sites Inquisitr, Fox Business, Celebrity Café, SheKnows, Hello Giggles, A Plus, and an Instagram story takeover for Refinery29, resulting in over 127 million impressions. Each of the placements linked to the Think About Your Eyes website.

In her interview with ‘A Plus’ Ali said she, “partnered with Think About Your Eyes, to encourage families to schedule annual comprehensive eye exams—especially in the summer because it's a great time when our schedules are a little more open to get it in and make it a regular thing.”

With the online influencing network Collectively, TAYE coordinated 95 pieces of online media content for Instagram, Twitter, Facebook and parent bloggers. Readers were encouraged to schedule eye exams for their children before returning to school and share their experiences, collectively gathering over 4 million impressions to the TAYE website.

Think About Your Eyes TV, radio, and online ads are running through September, and will be focusing on the back-to-school time frame. More than 2.1 million people have visited the website in 2018, an increase of more than 200 percent over this time last year.