AMD Week 2009
September 19 through 27, 2009 marks AMD Week around the world, an annual celebration mobilizing AMD Alliance International members and others to create awareness of macular disease through media campaigns, advocacy initiatives, and community outreach.
While macular degeneration, or AMD, is the leading cause of vision loss for people over the age of 50 in the Western world, affecting approximately 25-30 million people, many individuals are unaware of this devastating disease or the need for regular eye exams to identify AMD in its earliest stages to help prevent vision loss.
AMD Week provides a global opportunity to:
- Promote the importance of education, early detection, knowledge of treatment and rehabilitation options,
· Increase the number of people over age 50 who receive regular eye examinations.
AMD Awareness Going Viral!
Did you know that the number of text messages sent every single day exceeds the total global population? Did you know that the popular video-sharing site, You-Tube, has more than 6 billion viewers each month? This phenomenon, often called social media or participatory culture, is quickly changing how we do business. So-called “viral” videos gain widespread popularity through internet sharing, instant messaging, and emailing -- and AMDAI is enthusiastically launching an inaugural effort to capture this massive market!
With thanks to the dynamic team at MD Support – people living with macular disease -- we’ve created a (hopefully viral!) video campaign featuring a Vernier Acuity self-test, and promoting regular eye exams. This email-based video campaign will alert millions of people worldwide about the need for regular eye exams to preserve vision, and reduce needless sight loss from macular disease.
Each video will be customized with URLs of participating AMDAI member organizations for distribution through their networks, who are encouraged to “pass it on.” The sample viral campaign, embargoed for release until September 18, 2009 can be viewed here. http://www.jeffrobertswebdesign.com/flash/mdvideo-trick.html?sponsor=mdsupport.org We’re sending the link now so you may make your distribution plans (if you have not already!), but we would ask that you not release this until AMD week please.
An Eye Opening Art Exhibit
AMD Alliance International and Lighthouse International are hosting an exhibit of the work of critically- acclaimed, London-based painter, Adam Hahn. “Portraits of Macular Degeneration” will be on exhibit at the Lighthouse’s headquarters in New York on September 17 and 18,, and at the American Society of Retinal Specialists (ASRS) from September 30 to October 4. Please also see more stories and personal videos at www.amdalliance.org
Acclaimed by the London Times and the BBC, Hahn’s works are the result of more than a year of study of AMD. Prior to painting each portrait, Hahn spoke at length with each subject about what they can and cannot see. His paintings illustrate how the individuals in the portraits would see themselves through the blur of their limited vision.
How could you use the Portraits of Macular Degeneration, or the patient videos, as an awareness raising activity in your region?
Film Contest
During AMD Week, AMD Alliance International will launch a media campaign to announce a short film/video contest with a Grand Prize of $10,000. People all over the world are invited to submit videos in English (or with subtitles!) no longer than three minutes in length. The video should help create an understanding and awareness of macular degeneration, a disease that is the most common cause of vision loss in the western world.
Videos will be reviewed by renowned producers and directors from Hollywood and will be judged on originality, creativity, effectiveness, production quality and YouTube hits. Three winners will be selected. From the three finalists, a Grand Prize winner will be awarded $10,000 USD.
AMDAI will use the video contest to promote awareness of the condition throughout the world through traditional and social networking media. The contest will end on January 31, 2010. Winners will be announced in spring 2010. Details will be available on www.amdalliance.org.
Media Outreach
AMD Alliance is also supporting its member organizations around the world by providing press releases for members to customize stressing the importance of regular eye exams and practical ways to protect vision.
Global AMD awareness activities are taking place throughout Europe, North America, Asia, Australia and Africa.
We are happy to share resources with you, and invite you also to share news of YOUR activities throughout the global network!
Please contact Allie Laban-Baker to share comments questions, or to publicize activities. We look forward to hearing from you, and thank you for making a difference – bringing hope and help to those with macular disease.
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