Macular Degeneration Awareness Week 2009
Sunday 24 May to Saturday 30 May 2009

The Foundation would like to extend our sincere thanks to Novartis, Blackmores, the Optometrists Association Australia and bluedesk for their continued support of our Macular Degeneration Awareness Week.

This year’s theme for Awareness Week was "Macular Degeneration - don't be blind to the risks!" This theme was used on our promotional materials in conjunction with the ongoing "How's your macula?" theme.

The 2009 Awareness Week campaign involved a number of key events and reached millions of people across Australia. The MD Foundation sent direct mail kits to 3,200 Optometrists, 900 Ophthalmologists and 5,500 pharmacies and health food stores and over 430 Orthoptists. Kits were also sent to local libraries, community health centres, aged care facilities and hospitals throughout Australia.

Some highlights of MD Awareness Week

National

Ready, Steady, Cook! coming your way!
Co-authors of the Eating for Eye Health cookbook – Foundation patron Ita Buttrose and leading Sydney Chef Vanessa Jones – again teamed up during Awareness Week to record an episode of Ready, Steady, Cook! Ita and Vanessa prepared one of the many delicious recipes found in Eating for Eye Health. The segment will air in August on Channel Ten.

Today Show features MD and Eating for Eye Health

Ita Buttrose and Vanessa Jones also appeared on the Today Show on Channel Nine and cooked up a storm! Ita and Vanessa talked about MD and their personal experiences with the disease while preparing a delicious poached salmon with spinach and strawberry salad. To view the recipe and to see Ita and Vanessa on the Today Show, visit http://today.ninemsn.com.au/article.aspx?id=817481.

Other media activities
The MD Foundation again conducted a comprehensive media campaign on Macular Degeneration. This year’s campaign was extended from March to the Awareness Week in May to incorporate the launch of the Eating for Eye Health cookbook launched earlier this year. The Foundation received widespread exposure across radio and print media, reaching a potential millions of Australians.

The Foundation’s patron Ms Ita Buttrose OBE worked tirelessly from March through to May and conducted over 80 media interviews, The Foundation would like to extend our thanks to Ita and Vanessa for their efforts and their dedication.

Optometrists across Australia also worked with their local communities and their media to inform their local communities of the key messages for MD Awareness Week. Thank you to Optometrists Association Australia and all Optometrists who participated in Awareness Week activities. Your efforts make all the difference in reducing the incidence and impact of MD in Australia.

Western Australia

Special Education Seminar in Perth marked the start of Awareness Week

WA Ophthalmologist Dr Dimitri Yellachich gave a special presentation on Sunday 24 May at the University of Western Australia. The session was an initiative of the MD Foundation WA Committee. The presentation was titled Macular Degeneration and Family: A Journey into the Eye and focused on the link between family history and the risk of developing MD. The session was attended by over 200 people and attracted a large amount of media attention.

Dr Yellachich is a member of the MF Foundation’s Medical Committee and one of Perth’s leading Ophthalmologist. Also attending the event was the MD Foundation WA State Chair Suellen Tapsall and WA Education Officer Georgina Ryan.

The MD Foundation would like to extend our thanks to Jo Thomas who appeared in The West Australian to generate publicity around this special event.

New South Wales

Sydney Martin Place Action Day
The MD Foundation again held an action day at Martin Place, where staff members and volunteers handed out lutein-rich kiwifruit along with MD information brochures to promote awareness of macular degeneration and eye health. Kiwifruit was handed to 3,000 people. Our thanks go to Zespri and Produce Marketing Australia for donating 3,000 beautifully packaged kiwifruit to the MD Foundation.

This year the Foundation was assisted by 16 volunteers from GIO-Suncorp, who encourage their staff to participate in one volunteer day each year. The Foundation would like to extend our sincere thanks to the volunteers who gave up their time to help us raise awareness of MD in Australia.

Queensland

MD featured on Brisbane Extra
The MD Foundation would like to extend our special thanks to Robyn Scales and Queensland Ophthalmologist Dr David Hilford, who appeared on Brisbane Extra on Channel Nine in Brisbane during Awareness Week. Thank you to both Robyn and Dr Hilford for your support!

Victoria

MD Foundation client appeared in For better, for worse in Sunday Life magazine

Brenda Murray and her husband Keith told their story to the Victorian Sunday Life magazine. Brenda is 78 years old and was diagnosed with Wet MD about four years ago. Thank you, Brenda and Keith for sharing your story and raising awareness of MD in Victoria.

Thank you to all foryour support during MD Awareness Week 2009

 

 

Macular Degeneration Awareness Week - 2008
Sunday 25 May - Saturday 31 May

MD Foundation volunteer Janet Waters and Educator Karolina McLaren at the Sydney Fish Markets Community Action Day

The Awareness Week consisted of a direct mail out to health care professionals and a national public relations campaign. Promotional materials were created around the phrase "How's Your Macula?" which also incorporated a distinct visual component. A new Community Service Announcement (CSA) for television was created around the "How's Your Macula?" phrase and was distributed to television networks with maximum results. To view the CSA, click here.

A Galaxy Poll was undertaken in December 2007 and provided the key statistics used throughout the 2008 media campaign. To view the research findings, click here. The results of the 2008 MD Awareness Week campaign were highly successful, with the key messages reaching a potential of over 15 million Australians through print media, radio and television. This increased dramatically from the media reach during the 2007 MD Awareness Week campaign. To view the MDAW 08 Press Release, click here.

To accompany the media campaign, direct mail materials were mailed out to health care professionals, community health centres, parliamentarians and libraries nationally. An influx of resource order forms from these groups signalled the need for information within practices and offices, indicating the success of the campaign amongst professionals.

Events held during MD Awareness Week 2008 included the MD Foundation Annual Fundraising Dinner (Friday 31 May) and numerous Community Action Days held around Sydney at venues such as Martin Place, Westfield and the Sydney Fish Markets.

The MD Foundation was shown ongoing support from major sponsors Blackmores, Novartis, Optometrists Association Australia (OAA) and Bluedesk, who contributed financially and dedicated their time, support and expertise to ensure the success of the campaign.

The MD Foundation also furthered their relationship with Weber Shandwick Public Relations Company after the success of other projects throughout 2006 and 2007.

Once again teamwork, co-operation, enthusiasm and determination have been the key characteristics that have enabled the MD Awareness Week 2008 to be a success. The MD Foundation thanks all of those who have supported the campaign.

 

Macular Degeneration Awareness Week - 2007

Macular Degeneration Awareness Week 2007 focused on the family with the theme of "How much of your family will you see in the future?"

 

Macular Degeneration Awareness Week - 2006

MDF Chief Executive Officer Julie Heraghty and Foundation Director Peter Brown with a copy of Low Vision - A Guide

Macular Degeneration Awareness Week 2006 was a great success targeting the general public as well as Ophthalmologists, Optometrists, selected General Practitioners, Podiatrists, Pharmacies and Health Food Stores.

The theme for the Awareness Week focused on the Australian Flag, seen through the eyes of a person with severe central vision loss caused by Macular Degeneration. This theme was incorporated into all brochures and posters as well as the Television Community Service Announcement, aired during the campaign.

The Awareness Week was officially launched on Tuesday 6 June at NSW Parliament House, with over 70 attendees. The Hobart Support Group in conjunction with the Foundation and Dr Nitin Verma held also held a launch on on Saturday 3 June in the lead up to the week. The MD Foundation's latest publication Low Vision - A Guide, was released during the campaign.

 

Macular Degeneration Awareness Week - 2005

Ita Buttrose addresses attendees at the launch

(left to right) Dr Paul Beaumont, Julie Heraghty, MD Foundation CEO and Tony Abbott at the launch

Macular Degeneration Awareness Week 2005 was launched in Sydney at Waverley Bowling Club by the Hon. Tony Abbott, Federal Minister for Health and Ageing on Monday 6th June.

There were over one hundred people in attendance including industry associations, supporters and sponsors, health care
professionals, MD Foundation volunteers and students from nearby Waverley College.

The Minister expressed his support for the Foundation and its work with the presentation of a cheque for a four year grant of $0.516m.
Dr Paul Beaumont thanked the Minister on behalf of the Foundation.