Vision health promotion initiatives can bridge public health programs: Integrating a vision health message in a smoking cessation media campaign

Research links smoking to an increased risk of developing age-related macular degeneration, cataract, and optic nerve damage, all of which can lead to blindness. Prevent Blindness Tri-State and the New York State Department of Health lead the Vision Health Integration and Preservation Program (VHIPP), a model project funded by the Centers for Disease Control and Prevention through an award to Prevent Blindness America. VHIPP's purpose is to integrate vision and eye health within public health programs as appropriate. VHIPP and the Tobacco Control Program (TCP) adopted “Smoking Causes Blindness” cessation media from Australia. VHIPP launched an 8-week print campaign in Erie County, NY immediately after the TCP's statewide television, radio, and internet campaign. VHIPP's campaign consisted of billboards, bus sides, bus shelter, metro rail, airport, and store posters. Both campaigns urged consumers to contact the NYS Quitline for help. Quitline call data collected three months before the print campaign, during the campaign, and three months post campaign are suggestive of callers being influenced, as the percentage of callers reporting that their prompt to call (PTC) during the campaign period was a billboard, bus, or flyer increased. Billboard PTC increased from 2.56% (95% confidence interval [CI]: 1.73%, 3.63%) to 4.37% (CI: 2.57%, 6.91%) during the campaign period; bus PTC increased from to 0.26% (CI: 0.05%, 0.75%) to 1.03% (CI: 0.28%, 2.61%); and flyer PTC increased from 0.94% (0.47%, 1.67%) to 1.29% (0.42%, 2.97%). All percentages decreased post-campaign.

The NY experience demonstrates that vision health can be integrated into public health programs.