Information For Consumers

Information For Eye Care Professionals

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The Vision Council  >  Members   >  Divisions   >  Sunglass and Reader Division   >  Activities

Activities

Consumer Media Outreach

Throughout the year, The Vision Council conducts consumer media outreach to promote vision care and vision care products. Members of the Sunglass & Reader Division participate in this effort through our Eyecessorize campaign.

Click here to see a listing of the latest media placements. For a selection of recent 2012 Eyecessorize media highlights, click here (PDF - 26 MB).

In addition to outreach through the Eyecessorize campaign, The Vision Council is working on behalf of E&A members to increase eye protection purchases by promoting the importance of ultraviolet (UV) protection to consumers. In 2011, The Vision Council launched a three-year UV Protection campaign to relay the importance of protecting eyes and the skin that surrounds the eyes. During the first quarter of 2012, social media activities will support a refreshed version of the existing campaign, which will include a tongue-in-cheek website, ski sponsorship and street team events. View the official report, "Hidden Dangers of UV: Keeping Your Eyes Safe," and click here to view recent media placements from the UV campaign.

Eyecessorize Fall 2011 Trend Kit

The Eyecessorize fall 2011 trend kit was completed in July and sent to over 400 reporters and editors. The kit includes an interactive thumb drive that provides eyewear trend information, downloadable hi-res images and a list of potential eyewear story ideas for media. All trend information and product images have also been uploaded to the Eyecessorize website's product database.

LIVE! with Regis and Kelly

Corinne McCormack, spokesperson for The Vision Council and Eyecessorize, appeared on LIVE! with Regis and Kelly on July 5. The segment featured product from members of The Vision Council as well as face fitting tips, the benefits of ultraviolet (UV) protection and an overview of the latest trends in sunglasses.

For more information about the sunwear tips and frames featured on LIVE! with Regis and Kelly, please visit Eyecessorize.com.

Vision Report in Wall Street Journal

A special vision report was issued in The Wall Street Journal's July 23 East Coast edition featuring The Vision Council. A front page advertisement on the report directed readers to The Vision Council's website to learn more about the effects of UV rays on the eyes and sunwear options.

As a result of placing this advertisement, The Vision Council was also allotted editorial space within the report. Jean Ramsey, MD, spokesperson for The Vision Council's Better Vision Institute, was interviewed for the "Ask the Expert" column on the topic of preventive vision care, including protecting eyes from UV rays.

Nearly 780,000 copies of the report hit newsstands and reached 1.8 million readers. The report was included in the "Marketplace" section, the most read section of the newspaper.

UV Protection Print PSA

In 2009, the Sunglass and Reader division created a print public service announcement (PSA) about ultra-violet (UV) protection. Aimed at women, who are typically the healthcare decision makers for the family, the PSA encourages them to shield their eyes - and their family's eyes - from harmful UV rays by wearing sunglasses for maximum UV protection. The PSA directs consumers to a dedicated page on The Vision Council's website (www.thevisioncouncil.org/consumers/sunglasses) for more information.

This PSA was created as a result of the strategic planning session that was held in June 2008, following the merger of the Sunglass Association of America and The Vision Council. At that meeting, members determined that it was important to launch a UV education campaign. The ‘Healthy Eyes, Wear Sunglasses' concept was first tested with over 2,000 consumers through the VisionWatch survey. Once the concept was approved by the executive committee of the division, the marketing department of The Vision Council hosted a photo shoot in their offices using a local photographer. Many members of the division sent in product for the photo shoot.

The PSA was distributed to 5,495 print media outlets nationwide, including some local outlets. If you are interested in learning more about how to distribute the PSA in your community, please contact Maureen Beddis at mbeddis@thevisioncouncil.org or 703-740-9496.

Download a copy of the Print PSA [PDF]

Technical and Regulatory Manuals

Several federal and some state regulatory agencies have jurisdiction over the regulation of non-prescription sunglass and reading glasses, including: the FDA, Customs, Federal Trade Commission, Consumer Product Safety Commission the Department of Agriculture, as well as specific reading glass regulations for state laws in four states. In addition, there are voluntary standards that have been adopted both nationally and internationally.

The Sunglass and Reader Division Technical and Regulatory Manual was created to provide an overview of many of the regulatory matters that may impact compliance with regulations and quality standards in the production and sale of sunglasses or reading glasses.

In addition, Voluntary Lead Guidelines have also been developed by The Vision Council to provide assistance to members in the manufacture of frames and accessories.

Charitable Donations

Making optical products available to those in need is a goal shared by both The Vision Council and our members. In an effort to keep products and support flowing to charitable organizations, The Vision Council is happy to serve as the liaison between our members and charities in the optical industry.

We encourage members to contact us if they would like to donate surplus inventory or become more involved with charitable work. Donating excess inventory not only helps clean out your warehouse in preparation for the upcoming season, it also is a great way to receive a tax benefit. The Vision Council will work with both members and charities to make the transaction as easy and efficient as possible.

For more information, please contact The Vision Council's communications coordinator Jenna LaRoche at jlaroche@thevisioncouncil.org or at (703) 740-1099.