Driving Your Practice
Look Mom...healthy eyes
By Vision Council of America

In 1957, Proctor & Gamble formed a partnership with the dental community to launch the "Look Mom, No Cavities" campaign. The slogan could be seen on ads, brochures, posters, and other educational materials aimed at promoting dental health. It was not long before this slogan became a part of pop culture, and Americans everywhere began realizing the importance of regular dental care.

Half a century later, the Vision Council of America (VCA) is using the same tactics as the "Look Mom" campaign with Check Yearly. See Clearly. (CYSC). Every month, through CYSC, thousands of practitioners are distributing educational and promotional materials emblazoned with the CYSC logo and tagline. So, Americans, from children to seniors, will learn the importance of regular vision care.

The "Look Mom" campaign had a major advantage over CYSC. The dental campaign was backed by a national advertising campaign. CYSC relies on grassroots advertising, and lots of it! Just as Starbucks built a coffee empire by placing its logo on storefronts, napkins, and cups, CYSC hopes to gain the same recognition by encouraging eyecare professionals to incorporate the CYSC logo into all of their marketing. The CYSC logo can already be found in thousands of dispensaries and doctors offices, on major retailers' and independents' ads, on bookmarks, on billboards, and throughout the Internet.

If your practice is not already participating in CYSC, the time to start is now. Practitioners can start off by ordering a free CYSC Starter Kit, which includes the "Look Out for Your Family's Vision" brochure, recall cards, window decal, and eyeglass case insert cards. There is also a CYSC Deluxe Kit available that enables practices to submerse their patients in information on the importance of regular exams for the entire family while they are waiting for their exam.

"Our goal is to have all members of the optical community across the country actively involved with the CYSC campaign," said Rob Philips, manager of professional and consumer relations at VCA. "By participating in the CYSC campaign, ECPs will not only help ensure the health of their patients, but also the health of their practice."

For more information on the Check Yearly. See Clearly. campaign and to learn how you can get involved, please visit www.checkyearly.com or call 800-424-8422 to order your CYSC Kit. The CYSC logo can be downloaded in a variety of formats from www.checkyearly.com.