Dry Eye January campaign “a great success”

A dry eye public awareness campaign hosted by Positive Impact has seen practices across the country sharing educational messages on dry eye and safeguarding eye health.

Dreye January saw more than 250 practices across the UK raising awareness of dry eye for the second year of the campaign.

The campaign sought to reach dry eye sufferers in the UK through emails, reminder letters, social media engagement, specialist events, promotions and in-practice initiatives.

The campaign received support from dry eye experts with Professor James Wolffsohn, Dermot Keogh, Dr Diane Hilal Campo, and Nicola Alexander Cross, participating in educational webinars. More than 1000 people registered for the dry eye educational webinars.

Positive Impact

Heals Opticians participated in the campaign

Nick Atkins, managing director of Positive Impact, said: “The level of engagement from practices of all sizes far exceeded our expectations for such a young initiative.”

He added: “Every participant will have their own success stories, but if we look at just the Dry Eye Zone Instagram account, traffic increased by more than 700% during the month. There is clearly a strong appetite for this type of educational content. Hopefully, this is just the beginning with benefits extending well beyond January.”

The campaign was supported by sponsors including The Dry Eye Association, Eye Drops Database, Peep Club, Tiedra, HydraMed, DemEx, Twenty Twenty Beauty, and Magic Touch.

Atkins said: “Dry Eye January has been a great success thanks to the hard work of the optical community and because the campaign addresses a genuine and growing need. We will be back in 2027 and look forward to welcoming even more participants.”