The campaign – which aims to ensure pharmacy teams are equipped to advise customers on this topic – will focus on pharmacy education and will include a full pharmacy support pack, manufacturer RB said.

"A tear film on the eye's surface is essential for keeping the eyes moist and lubricated," RB said. "Using screens can reduce the blink rate by up to 60%, which can lead to disruption in the outer lipid layer of the tear film."

The support pack will include a training guide and window posters, and will be distributed to all community pharmacies in early September.

The campaign will also include a partnership with National Eye Health Week (from September 18). Eye Health UK chair David Cartwright said pharmacy has “a key role to play in helping to reduce avoidable sight loss”.

Pharmacies can also register for free webinar training – being offered on September 5 and 7 – while consumers will also be engaged via a national TV 'screen eyes' campaign, RB added.

Optrex ActiMist eye spray is available as a 10ml size – equivalent to approximately 100 doses – from all major wholesalers.