The Efficacy of a Multimedia Educational Campaign to Increase the Use of Eye Care Services

Describes a multimedia educational campaign to increase the use of eye care services. Contrast sensitivity cards and education materials were available at a local pharmacy chain or by request from a toll-free phone number. Television segments about eye diseases and eye care were broadcast over a three-week period, and each mentioned the availability of the sensitivity card. Of the over 17,000 persons who returned sensitivity cards, 2,000 were randomly surveyed one year later (39 percent responded). Those who had failed the initial screening were more likely to have had an eye examination in the prior year and were more likely to have seen an ophthalmologist. This study demonstrates that the use of at-home tests and a multimedia education campaign can increase the use of eye services. However, if such programs are carried out, they must use validated screening procedures.