NEW YORK—The Foundation for Eye Health Awareness and the “Think About Your Eyes Coalition,” a new organization formed by Essilor, Luxottica Group and VSP Global, announced that they joining together to launch a major consumer campaign to promote a common message about the importance of eye health.

Speaking at a Friday morning press conference here hosted by Essilor, Barry Barresi, OD, PhD, chairman of the Foundations’ board of directors, said the two organizations have signed a letter of intent to integrate their public awareness eye health messages.

“The Foundation and the Coalition have both been established for the purpose of developing and communicating public awareness message to educate the American public about eye health and better vision,” said Barresi. “It is the intent of both parties to join resources to accomplish common purpose.

Barresi said the new program will deliver a unified message to consumers about eye health that will help dispel confusion resulting from the many messages they have received from various industry sources. “We’re bringing together messaging across the whole spectrum of vision organizations,” he noted.

John Carrier, president of Essilor of America, said the Coalition members are investing about $30 million in the two-year campaign, which has included a test market in Tarrant County, Texas. “This raises all boats,” he said. Carrier estimated the annual cost of a national marketing campaign will be between $20 million and $25 million.

The public awareness campaign will kick off simultaneously in nine major U.S. markets: New York, Los Angeles, Chicago, Denver, Atlanta, Houston, Sacramento, Cincinnati and Portland, Ore. A major event is planned for Times Square in New York City on May 11, and followed by a July event in Chicago and another on the West Coast later in the year.

A “Think About Your Eyes” consumer Web site directs consumers to optometrists and ophthalmologists who are VSP Global, Luxottica and Essilor customers. Sales representatives from the three companies will communicate details of the program to eyecare professionals and help them talk to consumers about eye health.

Once the public awareness campaign becomes established, the Think About Your Eyes Coalition will dissolve and the Foundation for Eye Health Awareness, a registered non-profit organization, will take over the campaign, according to Wally Lovejoy, senior vice president of eyecare development for Luxottica Retail and chairman of the Coalitions’ board of directors.

“This is one of most exciting things to ever happen in our industry,” said Mike Daley, the Foundation’s president and executive director. “We’re bringing together all professions and associations across the industry.”

Daley added the two organizations are setting up an advisory council and are seeking additional partners “to make sure our message is loud enough and strong enough.”