Eye Health UK has announced its annual National Eye Health Week (NEHW) campaign, held in September 18-24, with a different focus for each day.
Daily themes included NHS eye care and support, myopia education, digital eye care, mental health, lifestyle influences on eye health, a photographic competition, and smoking and sight loss.
David Cartwright, chair of Eye Health UK, said: ‘These themes targeting audiences with diverse eye care needs will help set a prevention agenda that is essential in order to curtail avoidable sight loss and improve the nation’s eye health. I would encourage optical practices to get involved and to make use of the materials available. This will enhance the profile of a practice and help to educate the public on the importance of looking after their eye health and regular sight tests.
‘Awareness and public health messaging are key elements of the proposed national eye health strategy for England and are vital for improving the eye health of people across the UK. NEHW provides the ideal platform for the sector to come together to highlight the importance of routine eye tests and adopting healthy lifestyle habits,’ he added.
Day planner
The NHS eye care and support day will highlight eligibility for NHS sight tests and optical vouchers, while also exploring the range of services provided by high street opticians, including Cues and Mecs.
The Myopia and Me day will aim to raise understanding around increasing levels of myopia, how early diagnosis can make a difference and information on advances in myopia management.
Digital Eye Care day will continue in the ongoing efforts to prevent screen fatigue in all areas of life by sharing tips for healthy habits.
The Eye on Mental Health day will explore the links between eye health and mental wellbeing, spotlighting how the sector can support patients.
Live Well, See Well will revolve around how lifestyle factors can influence eye health and will be supported by the publication of Vista, a 52-page consumer magazine packed with essential lifestyle advice to help the public take the best care of their vision and eye health.
The Smoking and Sight Loss themed day will educate on the implications of smoking habits on vision and eye diseases.
While Vision Matters Photographic Competition and Exhibition is a new activity that utilises the effectiveness of the arts in influencing the adoption of health enhancing behaviours.
When asked about the Vision Matters Photographic Competition & Exhibition and how this will help the campaign, Cartwright said the launch of this is based on evidence by The World Health Organisation's (WHO) Health Evidence Network, which identified that arts activities involving aesthetic engagement, involvement of the imagination, sensory activation, evocation of emotion and cognitive stimulation can assist health prevention and promotion.
'We'll be building on these insights and reach out to those who might not normally engage with health promotions with the launch of this innovative new Photographic Competition and Exhibition.
'It’s also something different and fun and we hope will capture people’s imagination and one that almost everyone can participate in now that mobile phones can be used as cameras,' he added.
Sector engagement
Multiples and independent practices across the UK will be supporting the campaign. Specsavers founder Doug Perkins highlighted that National Eye Health Week is critical in the mission to raise awareness of the need for regular sight tests and eye health maintenance.
Perkins said: ‘Together, opticians can reach millions of people with great messages about eye care. Glaucoma, for example, is an area where we can collectively make a difference. It is the leading cause of irreversible blindness worldwide but with early detection and treatment we can help prevent vision loss. Raising awareness of such conditions is vital.
‘With this in mind, Specsavers is resolved to work with all optical bodies concerned with eye health to make a difference through regular sight tests and through regular media coverage.
‘We recognise that the future of optics is with the development of expertise within the community; something Specsavers is committed to as we go the extra mile for the nation’s eye health.’
Eye Health UK has been communicating with high street opticians and multiples to prepare activities. Cartwright said: 'Since NEHW 2023 launched across press and social media in February, we have reached out to practices across the UK both directly and via the optical bodies. Every LOC has also been offered the chance for us to come and present to its members, although uptake of this has been disappointingly low, with only around 1 in 10 LOCs responding to our invitation.'
In terms of previous and expected engagement, Cartwright summarised: 'Despite last minute changes being made as a result of the Queen's funeral and period of national mourning; in 2022, 3,500 individuals and organisations used our resources to spread the word on eye health and together generated 600 million 'opportunities to see' in traditional & online media and secured a reach of over 30 million on social media, not to mention many more conversations on eye health in workplaces, on high streets and in the community.
'Participating practices report an uplift in sight test bookings in and around the campaign week, whilst internet searches on eye health also peaked. We aim to extend this reach significantly in 2023 with engaging content and novel strategies.'
In the coming weeks, Eye Health UK will be publishing a range of downloadable digital resources to help optical practices and eye care professionals spread the word on eye health, available at visionmatters.org.uk.
