Shire Pharmaceuticals Group Plc
Shire and Jennifer Aniston Want to Inspire People to Show Their Eyes Some Love and Help Raise Awareness of Chronic Dry Eye
Massachusetts (ots/PRNewswire)
Jennifer Aniston Opens Up about Personal Experience with Dry Eye Symptoms, Which Have Been Reported by Nearly 30 Million Americans
Jennifer Aniston is one of the millions of Americans who experience symptoms consistent with Chronic Dry Eye. Commonly referred to as Dry Eye, Aniston has revealed how the condition gets in the way of her daily life. In partnership with Shire plc (LSE: SHP, NASDAQ: SHPG), Aniston is encouraging people to make eye health a priority, and is raising awareness and understanding about Chronic Dry Eye symptoms, like the ones she experiences. She hopes to educate and inspire people to chat with their eye doctor about what's really going on with their eyes.
"My eyes often become dry, itchy and irritated, especially when I am reading or outside," says Aniston. "The symptoms were bothering me so much that I finally decided to speak with my eye doctor, and learned I have Dry Eye." Getting Americans to talk about those Chronic Dry Eye symptoms is what inspired Shire to launch eyelove (http://myeyelove.com/)TM, an educational awareness campaign inspired by the wonderful things we can do and see because of our eyes.
To get people to prioritize their eye health, eyelove will provide information that helps them recognize that symptoms may interrupt common activities like reading, driving or working at a computer. Through the eyelove campaign, Shire hopes that people will show their eyes some love, which may start by visiting their eye doctor to chat about Dry Eye symptoms that may be getting in the way of the things they love to do.
"Shire is thrilled to partner with Jennifer Aniston to help educate people about Dry Eye and the steps they can take to maintain and improve their eye health," said Robert Dempsey, Head, Ophthalmics franchise at Shire. "As a leading biotech company, we are passionate about making a meaningful and lasting difference in the lives of patients."
The eyelove Art Project
To bring the eyelove experience to life, New York City will play host to the "eyelove art project" at the High Line on Friday, October 7 from 9AM - 6PM and Saturday, October 8 from 11AM - 7PM. Visitors will be invited to share their own personal eyelove before creating a unique artistic image of their eye via a customized photo capture. The photo will then be projected onto a large screen, showcasing each person's one-of-a-kind eyelove art. Participants have the option to share their eyelove art via social media channels. People can also visit http://www.myeyelove.com to create their own art.
"With the eyelove campaign and our exciting event in NYC, we hope to ignite women to show some eyelove and encourage their girlfriends to do the same. We know that while women with Dry Eye are doing the best they can to minimize the interruptions that symptoms have on their daily lives, eyelove is intended to highlight the importance of having a conversation with their eye doctor," said Vic Noble, Head of Marketing for Ophthalmics at Shire. "Many women have annual reminders for their dentist or OB/GYN visits, but seeing an Eye Doctor falls off the to-do list. Showing their eyes some love is important so that women don't continue to let their Dry Eye symptoms interrupt the things they love to do, like book club, gaming, or whatever it may be."
On myeyelove.com (http://www.myeyelove.com), a story-driven site which harnesses the voices of leading eye doctors as well as women with Dry Eye, consumers can find information to help better recognize the symptoms of Dry Eye, learn about the causes, and can access a conversation guide to speak with their eye doctor.
About Dry Eye
In the United States, nearly 30 million adults report symptoms consistent with Chronic Dry Eye, but an estimated 16 million are diagnosed with the condition. Reported signs and symptoms include a burning, itchy, stinging or gritty feeling in the eyes, episodes of blurred vision, eye redness and watery eyes.
If you experience episodes of blurry vision, burning, stinging, dry feeling eyes or a gritty feeling as if there could be something in your eye, you could be one of millions of Americans dealing with Dry Eye. Although people experience Chronic Dry Eye differently, it remains one of the most common complaints that patients talk to their eye doctors about. Dry Eye symptoms can interrupt everyday activities like using a computer, driving at night, reading, and spending time outside in bright light or in cold or windy conditions. There are many potential causes of Dry Eye including a range of medical conditions, physical damage to either tear glands or the eyelids, and certain medications. Inflammation is a key factor that is often associated with Dry Eye. When the surface of your eye is exposed to dry conditions or environmentally stressed, that stress can initiate an inflammatory response, and can lead to self-perpetuating cycle that can maintain or even worsen the inflammation. This can happen over and over again, creating a cycle of inflammation, which may, in some cases, cause permanent damage to the eye's surface. While more young people are complaining of Dry Eye than ever before, it is seen more commonly in women and older people. Due to an aging population and increased use of technology, its prevalence is predicted to increase.
NOTES TO EDITORS
About Shire
Shire is the leading global biotechnology company focused on serving people with rare diseases and other highly specialized conditions. We strive to develop best-in-class products, many of which are available in more than 100 countries, across core therapeutic areas including Hematology, Immunology, Neuroscience, Ophthalmics, Lysosomal Storage Disorders, Gastrointestinal / Internal Medicine / Endocrine and Hereditary Angioedema; and a growing franchise in Oncology.
Our employees come to work every day with a shared mission: to develop and deliver breakthrough therapies for the hundreds of millions of people in the world affected by rare diseases and other high-need conditions, and who lack effective therapies to live their lives to the fullest.
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