In the news: Bringing eye health information to mainstream media

Diabetic eye disease and glaucoma are major causes of vision loss in the United States, disproportionately affecting African Americans, Hispanics/Latinos, American Indian/Alaska Natives, and older adults. There is no cure for glaucoma or diabetic retinopathy, but research has shown that early diagnosis and treatment can help prevent vision loss. Left untreated, these diseases can lead to vision loss and blindness.

The National Eye Health Education Program (NEHEP) of the National Eye Institute established the Glaucoma and Diabetic Eye Disease Education Programs to increase awareness about these eye diseases. Glaucoma Awareness Month, observed every January, and National Diabetes Month, which takes place in November, play an important role in achieving this goal.

NEHEP has developed practical and low-cost communication strategies to increase coverage of eye health information in the media during these observance months. Central to these efforts has been the use of tailored messages and outreach tactics to reach populations at higher risk for vision loss. As a result, coverage for glaucoma and diabetic eye disease increased by 183 percent from 81.6 million in 2011 to 231.2 million in 2013. Increases were likewise seen in the number of website visits, publications ordered, and other key metrics. NEHEP’s media outreach efforts have been successful in creating a stream of messages about the importance of early detection and timely treatment for diabetic eye disease and glaucoma. Increasing the reach of eye health messages in mainstream media contributes to raising awareness of eye diseases and conditions and helps to address health inequities.