DALLAS--Optometrists, paraoptometrics and optometry students from around the country will be heading here this week for the 108th annual American Optometric Association (AOA) Congress and the 35th annual American Optometric Student Association (ASOA) conference, combined as "Optometry's Meeting."

A key feature of this year's meeting will be discussion of what the AOA is calling "the largest public awareness campaign in the history of our organization," involving public-opinion research, targeted media messages and providing communications assistance to some state optometry organizations. The campaign, already underway, comes in response to attacks on the profession by ophthalmology, according to AOA officials.

This year's Optometry's Meeting, which runs June 22 to 26, kicks off June 22 with a welcome party, the Great Big American Picnic, sponsored by Alcon for ODs, paraoptometrics and students.

At the general session on Thursday, June 23, sponsored by Essilor, political commentators James Carville and Mary Matalin will offer their views on the current political scene.

The AOA exhibit hall opens that afternoon, launched by a wine and cheese reception from 4 p.m. to 7 p.m. sponsored by Hoya Vision Care. The exhibits will also be open from 10 a.m. to 6 p.m. Friday, June 24, and from 9 a.m. to 2 p.m. on Saturday, June 25.

Thursday night, June 23, Essilor sponsors the annual Varilux Optometry Super Bowl competition and reception for optometry students.

On Friday, June 24, the AOA House of Delegates meets, to elect new officers and trustees for 2005-2006 (see "Rare Competition in AOA Elections"). Delegates will also be asked to approve a $60-per-member dues assessment to fund the new multimillion dollar public awareness campaign, designed to enhance optometry's public image and recognition as a profession.

Later that day Transitions Optical sponsors "Eye Didn't Know That Beer is a Buck," with domestic beer selling for one dollar.

The meeting wraps up Saturday night, June 25, with the Presidential Celebration, at which Signet Armorlite will reveal the winners of its Million Dollar Sweepstakes. Country singer Collin Raye will entertain at that event, which honors the newly elected AOA president and board of trustees.