Dreye January®, the annual public awareness campaign created by Positive Impact, has concluded for another successful year. Throughout the month, more than 250 dry eye specialist practices across the UK joined forces with Positive Impact to help raise awareness of this growing eye health epidemic among the general public.
Bigger and more impactful than ever, the campaign reached out to the estimated one in three UK dry eye sufferers through a wide range of activity, including emails, reminder letters, social media engagement, specialist events, promotions, educational webinars, and in-practice initiatives. Over 39,000 social media views were recorded and 350 people attended the dry eye webinars.
As a result, thousands of people received vital information about dry eye symptoms, causes, and management options. Commenting on the campaign, Positive Impact Managing Director Nick Atkins said: “The level of engagement from practices of all sizes far exceeded our expectations. Eye care professionals clearly want to make a positive difference to their patients’ and their communities’ eye health.”
The campaign received strong support from several high-profile dry eye experts, including Professor James Wolffsohn, Dermot Keogh, Dr Diane Hilal Campo, and Nicola Alexander Cross, all of whom participated in educational webinars. Many additional practitioners shared their support on social media, explaining why Dreye January® matters and how patients can safeguard their eye health.
Nick Atkins added: “Every participant will have their own success stories, but if we look at just the Dry Eye Zone Instagram account, traffic increased by over 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 made possible by the generosity of sponsors including The Dry Eye Association, Eye Drops Database, Peep Club, Tiedra, HydraMed, DemEx, Twenty Twenty Beauty, and Magic Touch.
Concluding, Nick 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.”