The Vision Council and the American Optometric Association have announced the re-launch of Think About Your Eyes, the initiative aimed at increasing consumer awareness in the U.S. of the importance of vision health. The 2015 campaign will feature more than 5,000 television spots across 22 cable networks, around 540,000 radio spots across 5,200 stations on five different networks, and digital ads using a cross-platform strategy covering desktop, mobile and tablet. The first phase of the campaign, which began on Feb. 2, focused on the importance of annual comprehensive eye exams and the symptoms of eye strain. Think About Your Eyes was originally piloted in May 2010. Last year the campaign was a success, resulting in a 5 percent increase in total eye exams in the country and a 9.3 percent rise in pharmaceutical prescriptions or referrals written. Along with The Vision Council and the American Optometric Association, current partners also include All About Vision, Gunnar Optiks, Luxottica, Essilor, National Vision (NVI), SpecialEyes, Spy, Hilco, Walman Optical, Transitions, Eschenbach, Fatheadz, Chemistrie Eyewear, Visionworks and Alcon.