Vision Aid Overseas (VAO) has raised more than £2,000 through its first ever social media campaign.
Launching Vision Week (May 12–18), the charity called on Twitter and Facebook users, in and outside of the profession, to post a bespectacled 'selfie' of themselves. Independent opticians, Eyesite, pledged to donate £1 for every picture posted online across the seven-day campaign.
A number of celebrities supported the campaign by posting images of themselves in eyewear including comedian Johnny Vegas (pictured), newsreader Fred Dineage and musician Carol Decker.
The charity confirmed that the initiative received more than 18 million page impressions across all channels, with four million unique users seeing the campaign.
VAO development director, Jeremy Jalie, said that he was 'delighted' with the response to the campaign. He commented: "It was the first time we have utilised social media in this highly co-ordinated way, informing people about VAO's work and raising money for our projects overseas."
Co-founder and director of Eyesite in Brighton, Jim Green, added: "#Vision Week was an exciting campaign and successfully drew a huge level of interest and support for VAO's work."