Jul-Eye makes the case for eye examinations

Essilor has lined up a campaign for this month aimed at boosting the number of eye examinations being carried out.

The lens company’s Jul-Eye campaign will be backed by national advertising and PR emphasising the potential health hazards of ignoring regular checks. An ‘army of volunteer ambassadors’ has also been recruited to ask members of the public when they last had an eye examination.

The campaign’s key message was that an eye examination also provided early warning of serious problems such as high blood pressure, diabetes and damage from UV rays, the company said.

UV harm was to come under special focus, with Essilor saying most people were ‘ignorant of the fact that without professionally-advised protection the eye and skin that surrounds it can suffer significant damage’.