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Summary
In April
2001, the National Eye Institute (NEI), part of the National Institutes
of Health (NIH), launched a multi-year nationwide tour of THE EYE SITE.
The exhibit consists of five colorful kiosks and features an innovative
interactive multimedia touchscreen program.
NEI created the program because low vision affects about one out of every
20 Americans. Defined as a visual impairment not correctable by regular
eyeglasses, contact lenses, medicine, or surgery, low vision interferes
with the ability to perform everyday activities. It can result from a
variety of diseases, disorders, and injuries. Many people with low vision
have age-related macular degeneration, cataract, glaucoma, or diabetic
retinopathy. Low vision primarily affects people over age 65. Hispanics
and African Americans of any age are also at higher risk for developing
low vision. These groups, their families, and friends are the primary
target audience for the exhibit.
Two identical exhibits will visit malls in Florida, Virginia, New England,
New York City, Washington, D.C., and other cities during the 2002-2003
tour. In 2001, almost 6 million people had the opportunity to visit THE
EYE SITE in Los Angeles, New Mexico, Nevada, Virginia, North Carolina,
and South Carolina.
Implementation
Shopping Centers:
America's new "main streets" provide the ideal venue for communicating
health messages because of their known demographics.
Local Host Committees: Tours are sponsored by local Host Committees
that include NEI grantee institutions and other organizations. NEI works
closely with each Committee to plan and promote the tour. The exhibit
also visits malls in communities where there is no local Host Committee.
Exhibit Fee: The $10,000 exhibit fee paid by each Host Committee
includes the use of the exhibit in 4 area malls during a 3- to 4-month
period. The fee covers all shipping, installation, dismantling, shopping
center selection and coordination, event planning assistance, and media
and promotional materials, including a customized television PSA. The
Host Committee raises additional funds to sponsor public events and promote
the exhibit through advertising.
Online Toolkit: NEI provides Host Committees with an online toolkit
that includes a planning timeline, sample press releases, PSA scripts,
event suggestions, and evaluation materials.
Research
and Evaluation
During the development phase, the exhibit was evaluated using:
- Interviews and
observations with exhibit users and non-users during a pilot test.
- Focus groups.
- A suitability assessment
of the touchscreen program.
While the exhibit
is on tour, the program is being evaluated through:
- Onsite surveys
and observation.
- Data collected
by the touchscreen program.
- Data on referrals
to local low vision service providers.
- Analysis of mall
traffic, media coverage, and attendance at public events.
- Reports from local
Host Committees and mall management.
Contact
Jean Horrigan
Senior Communications Specialist
National Eye Institute
National Institutes of Health
31 Center Drive
Bldg. 31, Room 6A32
Bethesda, MD 20892
301-496-5246
Fax 301-402-1065
jh@nei.nih.gov
Web
Site
www.nei.nih.gov/nehep/eyesite
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Created: 5/18/2002
Last updated:8/17/2002
Contact: inquiries@nist.gov
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