VIENNA, Va.—Doctors, associates, managers and patients of MyEyeDr. are taking part in a new media campaign drawing attention to a “condition” known as Resting Squint Face, or #RSF. The sideways glance or squint, created when a person isn’t seeing too clearly, is demonstrated in a series of ads, short and long-form videos, posts and shares in a #RSF campaign which was launched May 23.

Sue Downes, MyEyeDr. CEO said, “Launching this socially powered Resting Squint Face campaign lines up very well with our goals of expanding the awareness of the MyEyeDr. brand and reaching a broader audience, from Millennials to those patients needing their first pair of progressives. At its core, we have positioned MyEyeDr. as the partner in delivering the best in vision health and stylish eyewear to help our patients see and look their best.”

Diane Vaccaro, MyEyeDr.’s chief marketing officer, noted, “We’ve been teasing the campaign on social media. And, initially, we are powering the views of this campaign through our associates sharing this across their social networks on Facebook, Instagram and Twitter.

“Our recent district meeting welcomed 45 district managers who have between five to 10 offices each as well as four regional directors who oversee those districts. We encouraged them all to take part and captured some associate shots of our team doing their best #Resting Squint Face at the meeting. We also have been engaging associates and staff at all of our locations to take part and share their own interpretations, combined with clever posts and video spots that are underway now.”

Vaccaro told CLICK, “With our exceptional patient care delivered by our trusted doctors, an unparalleled selection of stylish eyewear, and knowledgeable insurance experts to maximize insurance plans, there’s no longer any reason for anyone to live with the unnecessary drama caused by RSF.

Vaccaro added, “Actually, we thought, gee, everyone can show photos of handsome guys and pretty gals in glasses. But there’s a cultural and societal mood out there and we thought, we could come at sending messages about eyeglasses and eyecare in a different way. We wanted to have a little fun with it and still be in the mix.

“We’ve mapped out a number of challenges to our offices for them to take part. #RSF can lead up to National Sunglass Day, where the message applies and then we see it also can be strategically aligned to back-to-school, digital eye strain and others. #RSF will include quizzes, fun posts and contests,” she said.