Practices sign up to Dreye campaign

Over 50 optical practices took part in Positive Impact’s Dreye January campaign, which encouraged patients to take positive action to stem the progression of the disease.

Practices were provided with marketing materials to educate patients on dry eye and dry eye open days were hosted by the Optical People and Christopher Young Opticians.

Positive Impact’s managing director Nick Atkins also hosted an Instagram Live event with optometrist Sharon Flora from the Eye Retreat.

Atkins said: ‘For it’s very first year, I’m pleased with the level of engagement Dreye January achieved among practitioners and patients. This was clearly just the beginning for the initiative and the feedback has been positive for us to do it all again next year. So, I cordially invite the whole of the dry eye industry to support the campaign in 2026.’