The Vision Council (TVC) Foundation has officially launched its 2025 National Sunglasses Day campaign, set for June 27, with a lineup of new initiatives, event details, and industry partnerships aimed at raising awareness about the importance of UV-protective eyewear. According to TVC’s latest research, nearly 40% of U.S. adults do not wear sunglasses regularly, despite the risks of prolonged UV exposure.

This year’s campaign will feature a special event in New York City the evening before National Sunglasses Day on June 26, bringing together media, influencers, and industry professionals. The event will include an expert panel on UV risks and sunglass innovation, interactive product displays, and sun safety education.

New for 2025, TVC Foundation announced a partnership with AccuWeather to expand public education on UV safety. The collaboration will include the integration of AccuWeather’s proprietary AccuLumen brightness index, a tool that measures daily brightness on a scale of one to 10, to help individuals assess sun exposure risks. The index will be featured on TVC Foundation’s website this summer.

The campaign will also feature digital activations encouraging consumers to share their #SunglassSelfies and sun-safe tips across social media. TVC Foundation continues to offer a free digital toolkit with customizable marketing materials, educational resources, and promotional assets for eyecare providers and retailers to participate in the awareness effort.