UK vision research charity Fight for Sight has joined forces with online contact lens retailer Vision Direct to raise awareness about the dangers of UV rays on the eyes.
Together, the organisations have launched #thinkuv, a social media campaign that encourages people to take a selfie with their sunglasses on in order to highlight the importance of protecting your eyes in the sun.
Those who share their sunglasses selfie on social media with the campaign's hashtag #thinkuv will be entered into a competition with the chance to win a £300 Amazon gift voucher and a pair of sunglasses from Vision Direct.
For every selfie uploaded to Twitter, Facebook and Instagram with the campaign's hashtag between now and 16 September, Vision Direct will donate £3 to Fight for Sight. For the duration of the six-week campaign, the online retailer will also donate £3 to the charity for every pair of sunglasses that it sells.
Director of marketing at Vision Direct, Ashley Mealor, said: "We are proud to support Fight for Sight and the important work it does in pioneering eye research across the UK. Sight is the sense that people are most afraid of losing and through support charities like Fight for Sight, we can help fund new treatments to restore vision."