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

Published In: Ophthalmology, v. 101, no. 8, Aug. 1, 1994, p. 1465-1469

by Paul Lee, Kathryn L P Linton, R. R. Ober, Jeanne Glanville

Read More

Access further information on this document at

This article was published outside of RAND. The full text of the article can be found at the link above.

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.

This report is part of the RAND Corporation External publication series. Many RAND studies are published in peer-reviewed scholarly journals, as chapters in commercial books, or as documents published by other organizations.

Our mission to help improve policy and decisionmaking through research and analysis is enabled through our core values of quality and objectivity and our unwavering commitment to the highest level of integrity and ethical behavior. To help ensure our research and analysis are rigorous, objective, and nonpartisan, we subject our research publications to a robust and exacting quality-assurance process; avoid both the appearance and reality of financial and other conflicts of interest through staff training, project screening, and a policy of mandatory disclosure; and pursue transparency in our research engagements through our commitment to the open publication of our research findings and recommendations, disclosure of the source of funding of published research, and policies to ensure intellectual independence. For more information, visit

The RAND Corporation is a nonprofit institution that helps improve policy and decisionmaking through research and analysis. RAND's publications do not necessarily reflect the opinions of its research clients and sponsors.