The College of Optometrists has announced the launch of a new eye health awareness campaign, Eyes for a Lifetime. Its communications team will undertake a series of initiatives with the national and consumer media, highlighting how eye examinations are a vital health check that should be part of everyone's normal health regime.

The Eyes for a Lifetime campaign aims to raise awareness amongst the UK public about the importance of looking after their eyes. According to statistics, up to 2 per cent of GP visits are due to an eye complaint*. The campaign is set to help the medical profession by targeting GPs and other healthcare professionals who can help reach patients with key messages about the importance of visiting an optometrist for regular eye examinations.

The Eyes for a Lifetime campaign was launched last month with the release of new research by the College of Optometrists which revealed that one third of UK drivers are at risk of breaking the law and causing car accidents as a result of driving with poor eyesight…