News from the AOA's Blog

August 2010 was another busy month for the Optometry Awareness & Public Affairs Campaign team, particularly from a consumer media standpoint. The most up-to-date 2010 tally of media results includes:
• Nearly 4,500 media hits
• 1.2 billion media impressions
• A publicity value of $2.7 million

Some of the highlights from media coverage in August include:

The success of the AOA’s Ready for School campaign. The campaign launched 7/29 with a satellite media tour featuring the AOA’s national spokesperson Dr. Pamela Lowe. Dr. Lowe conducted 35 interviews in markets including Des Moines, Detroit, Jacksonville, Rochester,NY, San Antonio, New York, New Orleans, Indianapolis, Atlanta and Colorado Springs. Other print, online radio and broadcast stories featuring the AOA’s “Ready for School” message reached all 50 states in markets including: Chicago, Birmingham, Columbus, Buffalo, Milwaukee, Phoenix, Albany, Dallas, Denver, Houston, Kansas City, Omaha, Boise, Sioux City, Las Vegas, Oklahoma City, Minneapolis, Louisville, Huntsville, West Palm Beach, Memphis and Lansing, Michigan. In total, the campaign efforts garnered nearly 300 media hits, 75 million impressions and a publicity value of more than $300,000.

Quotes and information for a Personal Journal cover story in the 8/17 issue of the Wall Street Journal. AOA members Dr. Glen Steele and Dr. Nate Bonilla-Warford were interviewed for a story on computer vision syndrome. The article, entitled ‘Becoming a Squinter Nation,’ reported “More than 40% of Americans spend three or more hours a day staring at a computer or hand-held device, according to the American Optometric Association.” The Wall Street Journal is read by 4.3 million adults in 80 markets.

An August 18th story on CNN’s web site featuring information on computer vision syndrome from the AOA. The story entitled ‘The Startling Truth About Computer Eye Strain that Almost Nobody Knows’ reported: “The startling truth is that up to 93% of all computer users will experience CVS according to American Optometric Association (AOA) estimates. A survey of optometrists by the AOA indicated that 10 million primary eye care examinations are provided annually in this country primarily because of visual problems with computer screens at an approximate cost of two billion dollars.

A mention on the highly-frequented parenting web site, MamasMoneySavers.com: “The American Optometric Association recommends a six month exam to make sure your baby’s eyes are developing normally and to stop bigger problems down the road. After that, a yearly trip to the eye doctor will keep tabs on young eyes that can change fast. In addition to correcting vision problems, annual eye exams can also reveal warning signs of more serious undiagnosed health problems such as hypertension, cardiovascular disease and diabetes.”