As the related educational foundation of The Vision Council, The Better Vision Institute supports programs that serve consumer and professional educational needs for the vision care industry.    

For a complete history of the Better Vision Institute, click here.

Vision Health Alliance

In an effort to broaden the scope and reach of The Vision Council’s consumer education and awareness work, The Vision Council is phasing out its Think About Your Eyes campaign in June 2021 and will officially launch the Vision Health Alliance. A new program of the Better Vision Institute, the Vision Health Alliance will serve as a multi-faceted consumer education initiative, featuring a new consumer education campaign supported by strategic industry partnerships and a robust digital marketing effort. The initiative will

  • Champion eye health as an important part of overall health and eye health exams as an essential component of healthcare;
  • Educate consumers about categories of industry products that are solutions to eye health, eye care and lifestyle concerns; and
  • Position the vision care industry as part of the solution to healthcare access and equity.

Let’s Be Clear

Our new campaign, Let’s Be Clear, aims to speak to patients and consumers directly about the importance of eyecare and eye exams through bold, attention grabbing graphics. The campaign will run in digital formats – social and display ads – and will direct people to landing pages with custom messages based on their demographics. Vision Health Alliance will also continue to offer a robust doctor locator for consumers searching for an eye doctor near them.

If you would like to get more involved and receive updates on campaign news and resources, complete this form:

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Opening Your Eyes: The Vision Council Scholarship Fund

Opening Your Eyes: The Vision Council Scholarship Fund launched in 2021 as a new program designed to support high school students in underrepresented communities throughout the United States who have an interest in pursuing a career in the optical industry.  The program will support selected students through monetary scholarships to opticianry school, paid internships and mentorships.  The intent of the program is to launch a far-reaching effort that can expand to other segments of the industry. To view or submit the scholarship application, click here.

Please contact Ashley Mills, CEO of The Vision Council, at, with any questions.