CORE’s MADE initiative shortlisted for campaign award

An initiative created by the Centre for Ocular Research & Education (CORE) to raise awareness of dry eye issues associated with mask-wearing has been nominated for an award in the US.

The ‘Alerting the World to MADE: Mask-Associated Dry Eye’ initiative has been shortlisted by the Public Relations Society of America for an Anvil Award, as one of the best communications campaigns of 2021. The Anvil Awards recognise organisations that successfully address challenging issues.

After mask wearing became widespread during the COVID-19 pandemic, CORE released the initiative in response to rising complaints of dry eyes. The project aimed to provide education and an explanation for MADE – in which the airflow redirected from poorly fitting masks causes tears to evaporate more quickly, leaving eyes feeling irritated.

In 18 months, the initiative triggered more than 2500 mainstream news reports on six continents, as well as industry coverage, with eye care practitioners also adopting CORE’s guidance to help provide affected patients with relief.

The campaign has been shortlisted for a Silver Anvil for overall effectiveness, and the Bronze Anvil for a ‘campaign-anchoring’ feature story.

Winners of the Anvil Awards will be announced on 19 May.