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NEHW 2015 In Review

Over 2,500 supporters took part in NEHW 2015. This compares to 1,998 in 2014. The supporter base also diversified with greater engagement through public health bodies and pharmacy. For example, Wiltshire Council ran vision screening and eye health promotion events across the county, whilst Newham Council’s Healthwatch team hosted a series of eye health events in libraries during the Week.

 

More than a thousand supporter events and activities took place between 21 and 27 September 2015 using the official resource pack materials which once again included posters, leaflets and cook book.

 

Events included a 34 marathon challenge run by Ed Bolton in aid of the Macular Society, Farm shop tastings, vision screening events, coffee mornings, talks, open days.

 

National Eye Health Week also published the second edition of Vista, a consumer lifestyle magazine packed with important eye health advice. Vista enjoyed a readership in excess of 200,000 whilst the online edition of the magazine accounted for a further 175,000 consumers.

 

Social media activity during NEHW 2015 had a reach of over 25 million and visits to www.visionmatters.org.uk , which was featured as Dr Miriam Stoppard’s website of the Week in her Daily Mirror column, were up 25 per cent year-on-year.

 

From discreet media placement on programmes such as The Chris Evans Radio 2 Breakfast Show to clearly branded news content in tabloid, mid-market and broadsheet papers syndications across the Sky News Radio Network and Dr Hilary Jones and Lorraine Kelly chatting about the Week on ITV’s Lorraine programme, National Eye Health Week achieved significant share of voice in the media.

 

During a four-week period spanning National Eye Health Week the media campaign generated 748 pieces of coverage and 146 million opportunities for the public to read see and hear positive eye care advice.

 

Twelve per cent of UK Adults said they recalled reading, seeing or hearing NEHW media and 77% of these said it had encouraged them to take better care of their eye health – including 1.5 million UK Adults saying they were encouraged to book a sight test for themselves or a family member*.

 

*Populus Consumer Analysis Study Commissioned by National Eye Health Week, conducted October 2015.