The sports and leisure-themed promotion is being headed by England rugby union star Mike Catt. The British Lions fly-half has agreed to endorse a series of eye exercises designed to improve performance on the sports field. The aim is to promote eye health issues to a male audience aged 18-45. Mr Catt will also appear in a rugby-themed comic strip in The Beano and The Dandy during National Eye Week, to highlight the importance of eye health to children aged 5-11. The comic strip will be aimed at dispelling the myth that an eye examination is something to fear, and showing that eyewear is fashionable. It will be supported by a competition, with a family ticket to Disneyland Paris as the prize. During National Eye Week, the results of a MORI survey on eye care will be revealed. According to an EIS spokeswoman, early indications from the researchers reveal a 'surprising' upward trend in those attending regular eye examinations. They also suggest non-NHS eyewear purchases are on the increase. Other events lined up for Eye Week include: a 'squash challenge' and golf tournament that optical charity Fight for Sight is helping to arrange a 'great spectacle amnesty' to encourage spectacle wearers to hand over their old pairs for distribution in the developing world via optical charity Vision Aid Overseas a press photocall at a Premiership football ground on September 21 to launch the week-long event. National Eye Week was created by the EIS to promote optics and eye care. It will be the first organised by its new public relations company, Amanda Barry Communications.