Age-Related Macular Degeneration (AMD) is the principal cause of sight loss for people over 50 in the Western World and affects one in 10 Irish people in this age bracket. The aim of AMD Awareness Week 2010 was to increase public awareness about AMD and to highlight the importance of early detection.
Persuading Ireland’s leading feature writer to experience AMD symptoms for a day, hosting a sensory dining event which featured on RTE TV’s Six One News and establishing strategic partnerships to reach the target audience were just some of the activities that set this highly successful campaign apart.