The Vision Council’s maintains a marketing and advertising campaign to reach consumers with messages promoting over-the-counter (OTC) reading glasses, or readers. Targeting mostly males aged 45+, The Vision Council often brings humor and folly into play when bringing attention to the need for readers as well as the resistance to wear them. Past campaigns included a “Men of Clarity” video series and online readers contest, giving away two pair of OTC readers per week for 6 weeks.
Satellite Media Tour
On behalf of The Vision Council's Eyecessorize campaign, New York Times best-selling author and reality TV star Carole Radziwill conducted a series of broadcast interviews in October focusing on the fashionable aspects and health benefits of reading glasses and sun readers.
Resulting in 30 live-to-tape interviews, the series has garnered nearly 30 million impressions and reached top outlets including "The List" TV, NBC's WFLA "Daytime," FOX's WFTX "The Morning Blend," and WCIU, The U's "You & Me," among many others, as of mid-November, with more segments slated to air in coming weeks.
During the interviews, Carole stressed style doesn't have to be sacrificed to see clearly, showing off her favorite readers for fall from the following Eyewear & Accessories (E&A) and Sunglass & Reader (SRD) Division members: eyebobs, eyeOs, FGX/Corinne McCormack, I Heart Eyewear, Safilo Group and OGI Eyewear. Carole encouraged viewers to start a collection of readers to switch up their looks, highlighted the top seasonal readers trends, shared face-fitting tips and directed viewers to eyecessorize.com for further information.
Outfitted in frames from E&A member Kenmark Group, Carole also published two Instagram posts to her page – which has almost half a million followers – during and after the taping promoting Eyecessorize and sharing top-level industry messaging. Combined, the posts received 10,000-plus "likes."