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New "Every Eye Tells a Story" campaign highlights the importance of regular eye exams and the vital role optometrists play in protecting vision and overall health.
TORONTO, ON – June 8, 2026 – While most Ontarians recognize the importance of their vision, many only think about their eyes when something goes wrong. Yet many eye diseases develop without noticeable symptoms, and comprehensive eye exams can reveal important insights about both eye health and overall health.
To address this gap in awareness, the Ontario Association of Optometrists (OAO) has launched Every Eye Tells a Story, a new province-wide public awareness campaign designed to encourage Ontarians to prioritize their eye health and better understand the role optometrists play as primary eye care providers.
The campaign is built on a simple but powerful truth: our eyes connect us to the people we love, the moments we cherish, and the experiences that shape our lives. They can also provide early indicators of eye diseases and other health conditions before symptoms appear.
"Many people don't realize that a comprehensive eye exam is about much more than vision correction," said Dr. Shaina Nensi, President of the Ontario Association of Optometrists. "Optometrists play an important role in ensuring patients protect their vision, detect eye disease, and identify signs of broader health concerns. Through Every Eye Tells a Story, we aim to inspire Ontarians to make eye health a regular part of their healthcare routine."
The campaign was developed following extensive research and consultation that found Ontarians place a high value on their eyesight but often underestimate the importance of preventive eye care and the broader role optometrists play in the healthcare system.
Through storytelling, digital advertising, social media, public relations, and community engagement, Every Eye Tells a Story will encourage Ontarians to think differently about their eye health and take action to protect it.
"Our vision impacts nearly every aspect of our lives, yet eye health is often overlooked until a problem arises," said Mark Donnison, Chief Executive Officer of the Ontario Association of Optometrists. "This campaign is about raising the understanding that regular eye exams are a key part of maintaining overall health and preserving the moments that matter most."
Every Eye Tells a Story is funded by Ontario optometrists through OAO's public awareness initiatives, reflecting the profession's commitment to improving eye health literacy and encouraging preventive eye care across the province.
Over the coming months, Ontarians will see the campaign across the province through digital out-of-home advertising, online and social media advertising, public relations initiatives, and educational resources designed to raise awareness about the importance of routine eye care.
To learn more about the campaign and access eye health resources, visit optom.on.ca.
About the Ontario Association of Optometrists
The Ontario Association of Optometrists (OAO) represents more than 2,100 optometrists across Ontario. As the voice of the profession, OAO advocates for accessible, high-quality eye care and works to advance eye health awareness, education, and patient care for all Ontarians.
Media Contact:
Celecia Partap
Ontario Association of Optometrists
cpartap@optom.on.ca