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 reported.

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, Los Angeles and Portland handing out educational materials about the dangers of UV exposure and shopping tips for UV-protective eyewear. Upcoming street team locations include: 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.

Discover more Cool Tools, Solutions, Sites to See, Zoom and more at www.visionmonday.com/click. ■