The shift of consumer attitudes towards healthcare in the context of the Covid-19 crisis is a unique opportunity to raise the general public’s awareness on the importance of eye care, according to the Vision Council. The U.S. organization is therefore rethinking its consumers’ education program, and has replaced its Think About Your Eyes campaign initially scheduled for June 2021 with a new program called The Vision Health Alliance, to be launched in August. The new initiative will focus on promoting comprehensive eye exams, in particular to those who rarely get one, while educating consumers on eye health issues and existing solutions. The Vision Health Alliance will take the form of a separate 501c(3) nonprofit organization for which the Vision Council is starting a campaign to onboard funding partners.