ALEXANDRIA, Va.—For the fifth consecutive year, The Vision Council is promoting the importance of UV-protective eyewear with the celebration of National Sunglasses Day on June 27. The annual event serves as a reminder to consumers that wearing sunglasses is not only fashionable, but also an important way to protect the eyes from long- and short-term damage from the sun’s UV rays. National Sunglasses Day has garnered support and promotions from organizations across the eyewear and eyecare industry. National Sunglasses Day only continues to make waves through its campaign. In 2016 and 2017, the campaign went viral garnering more than 586 million and 900 million print and online, social media and broadcast impressions.

Additionally, in 2017, the official campaign hashtag was trending as No. 1 on Twitter throughout June 27. The campaign earned a bronze media relations award via Bulldog reporter in 2016 for best use of social media in the business/consumer space.

The Vision Council has continued reaching consumers via social media, as well as pitching key entertainment, fashion, health and lifestyle consumer media outlets and influencers, leveraging the official hashtags #NationalSunglassesDay and #SunglassSelfie.

Here are a few of the ways that The Vision Council is spreading the word about National Sunglasses Day:

• Celebrity- and blogger-sponsored Instagram posts to be published on June 27 promoting the occasion.
• An influencer Instagram “takeover” via the Eyecessorize account to showcase how the influencer incorporates sunwear into her everyday lifestyle.
• A nationally syndicated segment on “Daytime,” and three regional broadcast segments on “KTLA,” “Good Morning Connecticut” and CT Style,” to all air on June 27 spreading the word about National Sunglasses Day and the importance of UV eye protection.

The Vision Council has been on a mission to encourage organizations throughout the industry and the retail space to show their support of the campaign. A few examples include, but are not limited to:

• An email outlining what National Sunglasses Day is, its key messaging and ways to leverage the campaign materials was distributed to 3,000-plus eye doctors who practice at Walmart/Sam’s Club optical locations;
• Luxottica plans to promote National Sunglasses Day to its customers through its B2B site, my.luxottica.com, utilizing the campaign’s official logo on its assets;
• Silhouette is hosting an exclusive New York City event for trade media and B2C press/influencers on June 27 promoting its 2018 sunwear collection, capitalizing on National Sunglasses Day;
• Maui Jim is also hosting an exclusive New York City media event on June 27, as well as executing numerous sponsored influencer social media posts, while having each account executive select one account to host a trunk show to celebrate National Sunglasses Day, among many other initiatives;
• Optic Nerve/Mountain Shades will be offering a 25 percent off site-wide sale the week leading up to National Sunglasses Day, with ramped up social media promotions sharing The Vision Council’s UV eye health statistics and tips.

With about one week left until National Sunglasses Day 2018, it’s not too late to get involved. The Vision Council’s online portal via NationalSunglassesDay.com has resources including ready-to-use logos, social media images and sample posts, downloadable posters, web banners and FSI starbursts.