ALEXANDRIA, Va.—A Think About Your Eyes
partnership with professional athlete and lifestyle expert Laila Ali is off to a fast start. The new campaign, which is designed to encourage parents to schedule an annual eye exam for their children with an optometrist this summer, launched in June, as VMAIL reported
. Just a few weeks into the campaign, Think About Your Eyes reports that Ali has participated in a media tour with Justin Bazan, OD, and they have conducted 25 interviews with shows and radio stations around the country.
The interviews also prompt parents to utilize the Think About Your Eyes doctor locator. To date, 17 interviews have aired, reaching an audience of more than 4 million people, according to Think About Your Eyes. Some sample interviews are available to view here: WPBF-TV (West Palm Beach, Fla.), WTKR-TV (Norfolk, Va.), WCIA-TV (Champaign, Ill., KAZT-TV 1 and KAZT-TV 2 (Phoenix, Ariz.).
Ali, daughter of professional boxer Muhammad Ali, is a four-time undefeated world-boxing champion.
Ali needed vision correction from a young age, and is vigilant about her own vision health and receiving an annual eye exam, according to Think About Your Eyes. Her daughter has needed vision correction since age 5, prompting Ali to recognize the importance of annual eye exams for children.
Through this partnership, Ali also will participate in interviews with lifestyle publications and websites, and post to her Facebook account, which currently has an audience of more than 4 million users. She will focus on the importance of an annual eye exam for all members of the family, especially children, and discuss her family’s vision correction needs.
Ali’s posts on her Facebook
accounts promote the partnership and link to the Think About Your Eyes’ website. To date, these posts have reached an audience of more than 800,000 people, with more than 80,000 likes/comments/shares, according to Think About Your Eyes.
The partnership with Ali occurs in conjunction with a third-quarter advertising campaign for Think About Your Eyes, which includes ads on 41 cable networks, Spotify, Pandora and 70 million online display ads. In addition, Think About Your Eyes’ Facebook
posts will reach a larger audience through increased paid promotion from June through August and ECPs are encouraged to share those Facebook posts with their followers. Think About Your Eyes has also created a “Schools Out Partner Guide” with the specifics of the program to help partners and ECPs take part, too.
Think About Your Eyes is a national public awareness initiative in partnership with the American Optometric Association
, focused on educating consumers about the importance of vision health and annual comprehensive eye exams.