New Public Awareness Campaign from AOP

Launching Optometrists: here for you throughout your life

New patient video and online hub from the AOP to showcase the support optometrists offer patients during their lifetime

The Association of Optometrists (AOP) launches a new public awareness campaign to highlight the significant role of optometrists in patients’ lives and improve understanding of the eye care services they provide.

As part of its new Lifelong eye care campaign, the AOP has created a 60-second animation explaining the vital role of optometrists and a dedicated online hub for patients.

From pregnancy and birth to older age, the campaign delivers key resources with advice on the importance of sight tests in maintaining eye health, treating eye conditions and identifying wider underlying health conditions.

Paul Alexander, AOP Policy and Governance Manager, said: “We believe it is crucial that the public are aware of the role optometrists can play in supporting and protecting patients’ eye health as they progress through life. It is not an uncommon perception for optometry practices to be viewed solely as commercial businesses rather than the clinically trained health care providers they are, and we are determined to change that view.

“Our aim is to highlight the support optometrists provide to patients at every stage and the need for sustained eye care in maintaining good eye health, which is necessary for a full, active life.”

The animation covers five life stages, with emphasis on the eye care services optometrists provide at each phase.

An online hub supports the animation with guidance on eye health and care, including vision problems affecting expectant mothers, spotting eye issues early in childhood, financial help available to access eye care and the ways eyes change with age.

The five life stages outlined are: Pregnancy and early childhood; School age; Young adulthood; Working age; and Older age.