Vision Direct partnered with Fight for Sight, a British charity funding research into sight loss and eye diseases, for the second consecutive year on the #ThinkUV campaign. The social media campaign urged British people to protect their eyes from ultraviolet (UV) rays, especially during the summer. As part of the campaign, people were encouraged to take selfies wearing sunglasses and share it on social media to help raise funds for research into sight loss prevention. Vision Direct also asked everyone to retweet the hashtag #ThinkUV on Twitter, and pledged to donate £3 (€3.4-$4.1) to Fight for Sight for every customer that tweeted #ThinkUV until Aug. 31. For the duration of the campaign, which began on Aug. 1, Vision Direct also donated £3 to the charity from every pair of sunglasses it sold.