EIS secures Eye Week sponsorship of &\#163;60k

LG Electronics has signed a deal with the Eyecare Information Service, the group which organises National Eye Week, as sole sponsor, in an agreement worth nearly &\#163;60,000. A spokeswoman for EIS said the investment would allow this year's promotional week, which will take place between September 27 and October 3, to be more proactive than previously. 'It will help us with the poster campaign for the Eye Week on London buses and in tube stations,' she said. 'The posters will be seen from September.' The Slough-based computer business is part of the LG Group, one of the world's largest companies. It manufactures Flatron computer monitors, which utilise screen-coating technologies to eliminate screen reflection and distortion, the main cause of eye fatigue and headaches. LG Electronics marketing manager, Amanda Bowen, said it was partly the Eye Week's theme for 1999 that drew its interest. She said: 'We feel that National Eye Week's 'Vision for Life' theme this year, focusing on the way our modern lifestyles place additional stress on our eyes and sight, perfectly complements LG's research into computer monitors that eliminate eyestrain.' Ms Bowen said the company was pleased its sponsorship would put these issues under the spotlight, and expand the scope of campaigns under the Eye Week banner. EIS chairman Ruth Gans Cole said she was particularly pleased to see the sponsorship come from outside the optical sector. 'This is the first time that we have sought sponsorship for National Eye Week, and we are delighted that LG Electronics has embraced the opportunity to build public awareness of the need to take care of our eyes by its commitment.' As well as promotional posters, several other campaigns are planned, including a survey into the cost of computer-vision syndrome, a celebrity eyewear auction and a special report in a national newspaper.