Children's eye care in nationwide radio campaign

 

Research completed by Sight Care’s Eye Love My Local Independent Optician campaign uncovered that almost two thirds of parents get their children’s teeth checked more regularly than they do their eyes. 

 

Mr Surridge (pictured) spearheaded the media activity, supported by Sight Care members and head teachers in the radio regions, and urged parents to include an eye examination as part of the back to school check list to ensure future eye health and enhance the classroom experience.

 

Findings released by the independents support group prompted concerns from teachers and health experts that, as well as being at risk of long-term vision issues, many children could be at a disadvantage when it comes to learning in the classroom as a result, with previous studies estimating around one million children in the UK could be at risk of undetected vision problems.

 

“Each year we commit to a rolling consumer facing PR campaign across the UK on behalf of the independent sector, with members of the group able to engage on a much more local level with press releases and media support,” said Mr Surridge.

 

“We secured a large number of radio interviews relating to the back to school research and very much hope this will be reflected in wider media interest about children’s eye health and the value of the independent sector in the process.”

 

The study also showed that one in eight parents do not see the need for their children’s eyes to be tested regularly, while almost a third have not had their children’s eyes tested in the last year. From the age of four, eye health guidelines state that children should have their eyes tested as regularly as they go to the dentist, with tests free for children on the NHS until the age of 16.

 

Mr Surridge added: “With the nation’s parents seemingly putting more importance on the health of their child’s teeth than their eyes, it is crucial that the importance of eye sight is not overlooked. We will do all we can as a part of this campaign to change attitudes. Increasingly our members are seeing the benefits of this initiative that tackles key eye health issues with the public and media and importantly promotes the independent sector as a key provider of eye care services.”

 

The back to school campaign is urging parents to book an eye exam with an independent optician before the start of term and to keep a regular look out for warning signs of vision problems in children, such as sitting close to the television, excessive blinking, rubbing their eyes, holding objects close to their face and one eye turning out.

 

To find out more about the campaign, visit www.eyelovelocal.co.uk

Tagged with: Children