For more than a decade, the Alliance for Aging Research has produced Taking a Closer Look at AMD, a brochure that shares the basics of age-related macular degeneration (“AMD”) and that has been used by ophthalmologists and eye care professionals across the country as a resource for their patients. When first published, in addition to sharing the basics of the disease, the brochure shared resources and tips on living with low vision. After many reprints to meet demand, the brochure now also focuses on the exciting treatments and research field of AMD.
Building off this highly successful campaign, the Alliance produced a short, animated film that focuses on prevention, risk factors, symptoms, and treatment of AMD.
In partnership with the Clive Hamilton Sell, M.D. Vision Foundation, and with support from the Sell Foundation and Genentech, the Alliance for Aging Research (Alliance) released a Spanish version of the original pocket film, “Taking a Closer Look at Age-Related Macular Degeneration” titled, “La Degeneración Macular Asociada con la Edad (DMAE).” In addition, two 30- and 60-second public service announcements were released in English that provided a brief overview of Age-Related Macular Degeneration and directed viewers to more information on-line.
Age-related macular degeneration (AMD) is a leading cause of vision loss in the United States, affecting as many as 11 million Americans. Without proper treatment, AMD can lead to loss of sharp, central vision and cause legal blindness.
The Alliance’s original pocket film gives an overview of the disease—including risk factors, symptoms, diagnosis, treatment options, and the role nutrition and lifestyle play in protecting eyesight. It also addresses some of the challenges of living with AMD, and encourages those diagnosed with the disease to take control of their sight. The film provides a link to www.agingresearch.org/AMD for viewers to visit to learn more about the condition.
The newly released “La Degeneración Macular Asociada con la Edad (DMAE),” along with the 30- and 60-second English videos, were made available to view on YouTube. The 30-, 60-second, and Spanish Versions (along with a version with closed captioning) were also made available for direct download on Vimeo.
The full-length Spanish video was viewed more than 17,000 times on YouTube.
View the Entire REPORT: 2018 Taking a Closer Look at AMD_Final Report
We thank the Clive Hamilton Sell, M.D. Vision Foundation and Genentech for their generous support of these efforts. The impact results of this campaign were higher than expected, which tells us that television and print PSA placement are natural next steps. We look forward to continuing to raise awareness of Age-Related Macular Degeneration through the Taking a Closer Look at AMD campaign and expanding the reach of this important vision issue even further to improve the health and well-being of older adults.