Allergan is adding more celebrity firepower to its preventable blindness initiative, See America.
The drugmaker has snagged "Gilmore Girls" and "This is Us" star Milo Ventimiglia, Chicago Bears wide receiver Victor Cruz and actress Alexandra Daddario to promote the campaign's latest social media effort.
In a new spot featured on the campaign's website, Ventimiglia—between frequent interruptions from an overeager director—encourages viewers to post photos of their eyes on their social channels, mark them with the #EYEPIC hashtag, and tag two friends to keep the chain going. For every post, See America will donate $10 to the American Foundation for the Blind, a national nonprofit.
Ventimiglia, Cruz and Daddario aren’t the first familiar figures to sign on with See America. In March, Allergan recruited rapper Common to record his own spot, where he rhymed about the gift of sight—and what can happen when you lose it.
The partnerships have helped Allergan disseminate See America’s core message, which is that 80 million Americans have eye disease that could lead to blindness, and at that rate, one American suffers partial or complete loss of sight every four minutes.
Allergan, which markets glaucoma-fighting treatments Lumigan and Alphagan, is encouraging vision screenings in addition to raising the awareness flag. When it announced the new campaign in February, the company said it would sponsor a series of free professional eye exams in cities across the U.S.
Meanwhile, Allergan has plenty of famous faces talking up its other ongoing eye campaign, dry eye awareness push Eyepowerment. During the Oscars award show earlier this year, celebs such as TV host Melissa Rivers and reality star Bethenny Frankel encouraged their Twitter followers to tweet eye selfies tagged with the campaign moniker.