Dreye January campaign success

iCare Opticians was one of many taking part in the campaign

More than 250 dry eye specialists across the UK took part in this year’s Dreye January public awareness campaign, an initiative created by Positive Impact.

According to the independents-only supplier, the campaign  reached out to the estimated one in three UK dry eye sufferers through a wide range of activity, including emails, reminder letters, social media engagement, specialist events, promotions, educational webinars and in-practice initiatives.

More than 39,000 social media views were recorded and over 1,000 people registered for the dry eye educational webinars.

Positive Impact managing director, Nick Atkins, said: “The level of engagement from practices of all sizes far exceeded our expectations for such a young initiative. Eyecare professionals clearly want to make a positive difference to their patients’ and their communities’ eye health.”

The campaign received strong support from several high-profile dry eye experts, including Professor James Wolffsohn, Dermot Keogh, Dr Diane Hilal Campo and Nicola Alexander Cross, who participated in educational webinars.

Nick added: “Every participant will have their own success stories, but if we look at just the Dry Eye Zone Instagram account, traffic increased by over 700 per cent during the month. There is clearly a strong appetite for this type of educational content. Hopefully, this is just the beginning, with benefits extending well beyond January.”

The campaign will return in 2027.