Bausch + Lomb has joined forces with the nonprofit Glaucoma Research Foundation (GRF) for the U.S. launch of new eye health campaign “Screen, Protect, Cure.”
This campaign is set up to send out educational resources about glaucoma while raising awareness of the eye condition. Specifically, the education part wants the public to understand the importance of regular eye screening and taking the right treatments once diagnosed.
Bausch + Lomb markets glaucoma drug Vyzulta and several other eye treatments, while the GRF is seeking to help find a cure for the condition, hence the tripartite campaign: Screen (for glaucoma), protect and cure.
There is also an interactive quiz on glaucoma designed to test people’s knowledge of a condition that affects around 3 million Americans and is the second-leading cause of blindness worldwide, according to the Centers for Disease Control and Prevention.
The campaign comes specifically in January for Glaucoma Awareness Month. As part of this month and the campaign, there is also a fundraising challenge that “will match every dollar raised up to $20,000” to support GRF research, Bausch + Lomb said in a press release.
There is no branding for Bausch + Lomb’s medications, and the company is an official sponsor of the campaign, with its insignia on the GRF’s website for Screen, Protect, Cure. The idea is, however, that boosting awareness in general should see more patients asking about medicines, which could trickle down into an uptick in prescriptions for Vyzulta over time.
This comes six months after Bausch + Lomb’s last ophthalmology marketing campaign for its eye drop Lumify, which saw it tap social media platform TikTok to “dance with your eyes.”
This is the second year in a row that Bausch + Lomb and the GRF have joined forces for Glaucoma Awareness Month. Last January, the pair teamed up for a new survey looking into the effects of hyperemia, a reddening of the eye and a common side effect of glaucoma treatment.