Dreye January campaign

Campaign logo: assets available for participating practices

Positive Impact (PI) is preparing to launch its inaugural Dreye January campaign targeting the UK’s millions of dry eye sufferers.

The company is working with its Dry Eye Zone independent optical affiliates, but is inviting all eyecare professionals to participate in the campaign and encourage sufferers to take positive action to stem the progression of dry eye disease.

PI managing director, Nick Atkins, said: “Dry eye does not go away; without intervention it is likely to get worse, but many people think their symptoms are just part of everyday life. We want to work with the ophthalmic professions to help change this situation – kick-starting this January – although we all know that to be effective, management needs to be year-long”.

Under the banner of Dreye January, PI is providing a suite of marketing materials to help educate patients on the impact of dry eye – as well as inviting those affected to tell their eyecare professional about their symptoms.

The materials, provided free of charge, include website materials, email templates, flyers for reminder letters and social media assets.

The campaign is also being featured on PI’s Dry Eye Zone website and social media platforms – linking people wanting professional advice with their nearest affiliate practice.

The company’s Dry Eye Zone will also be hosting consumer dry eye webinars, aiming to further promote awareness and direct those affected to their independent eyecare professional for advice.