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Hollywood Looks Toward Healthier Eyes in Video Campaign Featuring Emmy Nominated Artists
Date:7/14/2014

Los Angeles, CA (PRWEB) July 14, 2014

The U.S. Food & Drug Administration (FDA), American Optometric Association (AOA) and the Entertainment Industries Council, Inc. (EIC) have teamed with entertainment industry-leading artists from the Emmy-nominated TV series American Horror Story: Coven on a first-of-its-kind Decorative Contact Lens Campaign to bring the dramatic realities of illegal and unsafe lens use to the forefront.

Often called “decorative,” “fashion,” or “cosplay” lenses, these contacts change the appearance of the eyes to give them a vampire, cat, white-out, or alternate color “look.” Used often in Hollywood characters from X-Men to American Horror Story, and reality shows like FaceOff, eye-changing lenses create certain character traits or appearances that, in some instances, become iconic and sought-after “looks” by fans.

"Artists and technicians work closely with each other, the actors, and doctors to ensure proper fit, vision and safety. We wouldn’t put our actors’ health in danger, and the viewers who want to emulate these characters shouldn’t either,” said Christien Tinsley, Tinsley Studios and Makeup Effects Designer for American Horror Story: Coven.

Tinsley, with campaign participants Eryn Krueger Mekash and Cristina Patterson, received an Emmy nomination Friday for Outstanding Prosthetic Makeup for a Series, Miniseries, Movie, or Special for their work on American Horror Story: Coven.

"These nominations further exemplify the power of entertainment programming to capture our minds and remind us of the unique opportunity creators have to deliver valuable health information to millions of viewers each week," said Brian Dyak, President and CEO of EIC.

“All contact lenses, even cosmetic ones, are prescription devices by federal law, so get an eye exam, get a valid contact lens prescription and receive proper contact lens handling and care instructions from a licensed eye care professional. Then buy your lenses from a seller that requires you to provide a prescription,” said Helene Clayton-Jeter, O.D., Health Programs Coordinator for the FDA. “The purpose of this important public health campaign is to raise awareness, especially among American youth and their parents, of the severe consequences that can result from purchasing and using decorative contact lenses that are not obtained through a valid prescription.”

Contact lenses can cause serious eye damage and even blindness if they’re not fitted by an optometrist or ophthalmologist. If they aren’t cleaned and cared for properly, they can cause potentially vision-threatening infections. This is a message the entertainment industry, EIC, FDA and AOA are seeking to impart through the campaign.

The premiere of the first public service announcement in the series was held April 22nd at the 18th Annual PRISM Awards in Los Angeles. Featuring Cristina Patterson, a contact lens painter for top movies and TV shows, this production uses expert guidance to bring the power and influence of entertainment to communicate these important health messages. It is currently available in the Health & Wellness Screening Room on EICnetwork.tv. The second in this series is scheduled for release this summer.

“The entertainment industry has a unique opportunity to bridge a gap and reach teens and young adults through the characters and shows with which they identify and in the digital spaces where they spend their time,” commented Marie Gallo Dyak, Executive Vice President, Program Services & Government Relations, Entertainment Industries Council. “We are harnessing the power of media to change the attitudes and behaviors of these young people, and, hopefully, encourage them to lead healthier lives,” Dyak concluded.

“We are looking forward to spreading the message of contact lens safety far and wide, and value the contributions of the media and federal officials, to support this important mission. This is only the beginning. We’ll be consistently reinforcing the campaign message year-round,” Michael Dueñas, O.D., AOA’s Chief Public Health Officer stated.

To learn more, please visit contactART.org. To view the public service campaign, please log on to EICnetwork.tv.

About Entertainment Industries Council
EIC is a non-profit organization founded in 1983 by leaders within the entertainment industry to bring the power and influence of the industry to communicate about health and social issues. The organization is considered to be the chief pioneer of entertainment and journalism outreach and a premiere success story in the field of entertainment education. This mission relies on providing resource information to the creative community and culminates in recognition of the industry through the national television special PRISM Showcase which addresses accurate portrayals of substance use issues and mental health concerns. The organization also produces the SET Awards, honoring positive and non-stereotypical portrayals of science, engineering and technology.

For a complete list of health and social issues addressed by EIC and local projects please visit First Draft and EIC’s website at http://www.eiconline.org or the internet television network at EICnetwork.tv. The PRISM Awards web site is http://www.prismawards.com. The SET Awards web site is http://www.eicsetawards.com.

Read the full story at http://www.prweb.com/releases/2014/07/prweb12016137.htm.


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