AARP Media is partnering with Bausch + Lomb’s PreserVision vitamins on a campaign to raise awareness on eye health.
Approximately 16 million Americans are living with age-related macular degeneration (AMD), which is one of the leading causes of vision loss in adults aged 50 and older — the age group of AARP’s audience.
It is estimated that one in five people over the age of 65 will be diagnosed with this disease.
The campaign, dubbed "Vision 2020," includes a year-long media buy that will be supported in AARP The Magazine and a dedicated online Eye Center on AARP.org’s eye-health channel. PreserVision is the exclusive advertiser for the full 2020 year.
The campaign will also include embedded video throughout AARP.org, dedicated email campaigns and Facebook ads.
AARP The Magazine's February/March issue "60+ Edition" contains a "Vision 2020" editorial spread with a PreserVision ad and two back-cover flip ads.
A recent AARP survey finds most Americans over 50 are worried that vision loss could affect their quality of life, with 83% reporting they fear losing their sight more than any other sense.
Nearly all respondents (92%) are concerned about experiencing eye health conditions as they age. However, fewer than 20% report being up-to-date on or proactively researching eye-health information. Some 61% report having an eye exam in the last year and 51% said they had a dilated eye exam.
“Our survey clearly shows that older adults are concerned about eye health and need more information about protecting their vision,” stated Stephen Perrine, special projects editor for AARP The Magazine. “The year 2020 gives us a once-in-forever launch pad to educate our readers about the importance of eye health, and we look forward to spotlighting the topic throughout the year.”
Content will include signs of common vision issues, new developments in diagnosis and treatment, doctors' advice and stories from people who are living with eye conditions.
AARP reaches nearly 38 million members nationwide, producing one of the
country’s largest circulation publications.