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

ture 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 Pre
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