In late October, the AAO sent out a media release regarding the Eye See Eye Learn program promoting the virtues of Kindergarten children obtaining an eye exam from their optometrists. What started as a local story blossomed into a release that appeared around the world. However, the importance of the program hit home when a child, a parent, and an optometrist teamed up to talk of the benefits of the program.
Dr. Kerrie Schwandt of Medicine Hat, and Dr. Diane Monea of Calgary both received media attention when they brought in a parent and child from their respective practices who benefitted dearly from the Eye See … Eye Learn program.
The Medicine Hat News wrote about the gains made by Riley Wilks, a young boy who has made “big strides in learning” since having his eyes examined and receiving his first pair of glasses. Riley’s mom noticed a problem when one of Riley’s eyes seemed to be turning. Now, with glasses, he is able to see better and is doing much better in school.
Meanwhile, CTV Calgary featured Jasmine Walia, a Kindergarten student who started to complain about not being able to see the board at the front of the class. Through ESEL information distributed at the school, Jasmine’s mother took her in to see Dr. Monea who worked to correct the vision problem. Jasmine is now doing great.
Working with optometrists to find the “human interest” angle on a story, has allowed us to gain some of the media attention that the ESEL program so richly deserves. However, the media release generated stories beyond the large media outlets and found its way into a variety of mediums.
These include:
• Alberta Education’s Website
• Alberta Health Services
• Community papers
• Contact lens site out of Britain
• Daily newspapers throughout Alberta
• Internet blogs
• Rural Weekly newspapers and Internet site
• You Tube – Calgary Breakfast TV upload
Since September 2011, the ESEL program has provided almost 800 pair of glasses to students outstripping last years pace which resulted in 1,600 free eye glasses. Much thanks has to go to our industry partners, Hilco, Optiq, and KW Optical (Calgary) and KW Optical (Edmonton) for their generous contribution.
If you are interested in participating in a similar media story as outlined above, please contact Karen Hollingsworth at the AAO Office for details. We are always looking for assistance in promoting ESEL and optometry across Alberta.
Some sites where ESEL has been mentioned: