Positive Impact’s Dreye January® Returns - Bigger, Bolder, and Ready to Make Waves in 2026
Dry Eye January is back for 2026 – and it's bigger and bolder than ever before. Leading the charge once again, Positive Impact (PI) is calling on all UK eye care professionals (ECPs) to join the campaign to take control of dry eye disease this January.
This year, the campaign is expanding its reach with more practitioners and partners than ever, aiming to bring meaningful relief to millions of UK dry eye sufferers. In collaboration with the Dry Eye Zone® over 200 independent optical practices, and also larger optical groups including Leightons and Barraclough Opticians, have already signed-up. PI is extending an open invitation to all ECPs across the UK to participate.
“Dry eye does not go away – without intervention, it’s likely to get worse,” says Nick Atkins, Managing Director of Positive Impact.
“Too many people believe their symptoms are just a normal part of life. We’re investing even more this year to support the profession in changing that perception. While we kick off in January, we know effective dry eye management must continue year-round.”
A Nationwide Call to Action
With approximately 1 in 3 people in the UK affected by dry eye, and the World Health Authority classifying it as a chronic condition that should not be ignored, Dry Eye January 2026 is set to drive awareness like never before.
The initiative will encourage sufferers to take positive action, booking appointments and engaging with professionals trained and ready to help them manage their condition before it worsens.
New Resources and Tools for 2026
Under the campaign’s Dreye January® banner, PI will once again provide a comprehensive suite of free educational and promotional materials, available to both customers and non-customers. These include: Posters and patient leaflets, Staff badges, Website and social media content and Email templates and flyer inserts for reminder letters
New for 2026: A series of public-facing webinars throughout January featuring leading dry eye experts including Professor Wolfshon, Dr Diane Hilal Campo, and Nicola Alexander – helping raise public understanding and encourage proactive treatment.
Online Reach and Practitioner Support
The campaign will also feature prominently on the Dry Eye Zone® website and social media platforms, linking patients to their nearest participating ECP.
“The Dry Eye Zone® actively supports practitioners by driving awareness and referrals,” says Nick Atkins.
“If a patient chooses to purchase from the website, we ensure their ECP is still rewarded for their professional advice.”
Industry-Backed, Profession-Focused
Dry Eye January 2026 is proudly sponsored by a range of partners including: Peep Club, Tiedra, HydraMed, DemEx, Twenty Twenty Beauty, Eye Drops Database, and Magic Touch – all committed to supporting participating practices and amplifying campaign visibility.
Join the Movement
“The New Year is a time for reflection and change,” concludes Nick Atkins.
“For many, January is a 'dry' month – and this year, we want to make it about dry eye and ocular surface health.”
Whether you’re an independent practice or part of a larger group, Positive Impact invites all eye care professionals to join this important mission to tackle the UK’s dry eye crisis, head-on.
For more information or to sign up for Dry Eye January 2026, please contact Nick Atkins at Positive Impact by emailing
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More about Positive Impact
Positive Impact (PI) is a multi award-winning optical supplier distributing to independent practices in the UK. Awards include being named ‘Optical Supplier of the Year’ in the Optician Awards 2021. Positive Impact is a leading provider of in-practice training, our training, both in-person and online, provides up-to-date knowledge about the latest products, new skills, and practice motivation. In addition PI provides a best-in-class portfolio of tired and tested products to the independent practitioner. This includes the Circle-of-Care® range of dry eye management products and diagnostics. You can learn more at www.positiveimpact.co.uk
The Dry Eye Zone, the Circle-of-Care and Dreye January are registered trademarks of Positive Impact (Sales) Limited.
Reference sources:
Vidal-Rohr, M., Craig, J. P., Davies, L. N., & Wolffsohn, J. S. (2023). The epidemiology of dry eye disease in the UK: The Aston dry eye study. Contact Lens and Anterior Eye, 46(3), Article 101837. https://doi.org/10.1016/j.clae.2023.101837
World Health Organisation – World Report on Vision. https://www.who.int/docs/default-source/documents/publications/world-vision-report-accessible.pdf
