Preventing road accidents begins with the eyes
Research by Commissione Difesa Vista and the Bicocca University of Milan continues to rouse attention to the problem: rain, snow, fog or sunlight do not stop Italian drivers, who spend an average of 10 hours a week behind the wheel. And every day there are 598 road accidents in which 13 people are killed and 849 are injured. However, the latest ISTAT/ACI report shows that almost 6 accidents out of 10 (59.13%) are directly or indirectly associated with the performance of our eyes, which are frequently strained by weather conditions or external factors and not just by a lack of eyeglasses. An alarming problem that could be resolved simply by undergoing an in-depth test that simulates driving conditions and levels of perception in different situations.
This is why Ottica Avanzi entered the arena with yesterday’s presentation at Palazzo Marini in Rome of the eyesight and road safety campaign “Non guidare a fari spenti. Se vedi bene guidi meglio”, with special testimonial renowned television personality and ballet dancer Kledi Kadiu and the support of the Hon. Mario Valducci, President of the Transport Commission at the Chamber of Deputies. Ottica Avanzi will also guarantee free and comprehensive eye exams for Italians.
“The problem of optimum vision when driving concerns all drivers, not just those who think they need eyeglasses”, the Hon. Mario Valducci stated. “This is why we are supporting Ottica Avanzi’s tangible commitment to raising the awareness of Italians about an aspect that is all too frequently ignored or considered to be of secondary importance: eyesight performance”.
“The safety of Italy’s roads is dependent on the eyesight of all drivers”, said Daniele Voltini, Chief Executive Officer of Ottica Avanzi. “This is why we have decided to guarantee at all our outlets a free and comprehensive check that focuses on driving and is carried out by specialist and specifically trained staff. A tangible commitment that places our company in the forefront when it comes to making all roads in Italy increasingly safer by beginning with drivers’ eyesight”.
Optimum vision is therefore of primary importance for the safety of drivers, passengers and other road users. Italians too often underestimate the frequency of eyesight exams, which they undergo on average about every 7 years. A time lapse that is too long and does not take into account certain important eye functions. The exam that Ottica Avanzi offers free to its customers analyzes visual acuity (the ability to see objects clearly and sharply), color perception levels (the ability to distinguish colors), and depth perception assessment (the ability to determine distance). Ottica Avanzi has also decided to gift to its driving customers a second pair of prescription glasses to be kept in the car as a lifesaving spare pair in exceptional cases.
It was Ottica Avanzi’s commitment to raising awareness about such a sensitive subject that involves 48 million vehicles and almost all Italians that led to the print, radio and TV campaign about eyesight and road safety titled “Non guidare a fari spenti. Se vedi bene guidi meglio”. Promoted in collaboration with Gente Motori and Radio RDS and with the support of the Hon. Mario Valducci, President of the Transport Commission at the Chamber of Deputies, the campaign stars the renowned television personality, ballet dancer and actor, Kledi Kadiu.
The speakers at the event were Mr. Roberto Sgalla (Director of the road traffic police service), Prof. Luciano Cerulli (professor of ophthalmology at the Tor Vergata University of Rome), Mr. Francesco Gili (representing Commissione Difesa Vista and ANFAO), Prof. Carlo Maria Villani (President of ASMOOI), Mr. Umberto Guidoni (Secretary General of the ANIA Foundation for road safety), Mr. Paolo Ferrini (Gente Motori journalist) and Kledi Kadiu (ballet dancer and testimonial for the Eyesight Safety Campaign).
With this campaign, Ottica Avanzi has embraced the idea launched by Commissione Difesa Vista. For many years it has promoted the importance of correct eyesight for greater road safety by collaborating with the Bicocca University of Milan; in 2009 it commissioned University to carry out research titled “The importance of correct eyesight compensation for safe driving”, the data from which were used in all subsequent projects.
