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Major funding boost for optometry consumer awareness campaign

Optometry Australia (OA) has received a government grant worth more than $400,000 to promote optometry and community eye health under its Good vision for life consumer brand through to mid-2021.

The funding will aid distribution of eye health messages via the initiative, which was launched in 2016. It will utilise advertising, public relations and social media to emphasise the importance of prevention and early detection to the public, as well as the role optometrists play as part of a general health regime.

This year OA has also sought to bolster the Good vision for life campaign and unite the sector behind a ‘2020: Year of good vision for life’ theme. This is so it can deliver a consistent and powerful message about eye health management and the need for regular optometry visits through life.

OA president Mr Darrell Baker thanked Federal Health Minister Mr Greg Hunt and the Department of Health for entrusting the peak body to deliver the promotion.

“The allocation of this grant indicates the minister’s commitment to the eye health sector and the government’s support for optometry. It is an endorsement for our ongoing efforts to advocate the importance of regular eye examinations to Australians,” he said.

“Earmarked to promote 2020 as the year of good vision for life, the grant will be vital to raising awareness of eye health and optometry this year, particularly in the lead up to, and post-COVID-19 restrictions lifting.”

Baker said while OA wants Australia to make this – and every year – their year of good vision for life, the government has allowed until 30 June, 2021 to finalise the grant-funded campaign. This provides added flexibility for OA’s promotional activity delivery.

“The additional funding provided via the grant presents us with a significant opportunity to focus Australians’ attention on eye health, when the time is right,” Baker said.

It is estimated that up to 12 million Australians are living with an existing eye or vision condition. In 2015 the Department of Health estimated vision disorders cost the community $9.85 billion per annum.

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