Last year, the UK public could see items on eye health on BBC News, listen to them on BBC Radio 2, and read about the importance of eye exams in the Sun, Guardian, Daily Mirror and Saga magazine – all in just seven days, during National Eye Health Week (NEHW). Championship football matches shared information about looking after your eyes during half-time addresses, an annual NEHW debate was held in the Scottish Parliament, and politicians visited their local optical practices during 2018’s NEHW. In all, according to the campaign report, it generated 200 million opportunities to see important information about eye health across media platforms (NEHW, 2018).

Celebrities were also recruited, with Hairy Biker Dave Myers sharing his experience of being diagnosed with glaucoma, and Countdown’s Rachel Riley taking to Twitter to spread the word on eye health to her 600,000 followers.