Launch of the “Виж очите си навреме” awareness campaign for eye health prevention and free AI-powered screening for eye diseases.

The national awareness campaign “Виж очите си навреме” provides completely free, high-tech retinal screening using specialised equipment and artificial intelligence for people aged 50 and over, as well as for people with type 1 and type 2 diabetes.

The initiative was officially launched on 14 September 2026 and focuses on eye health prevention, the early identification of potentially pathological changes, and timely referral to specialised medical care.

The campaign is implemented with the support of the Ministry of Health and organised by the Digital Health and Innovation Cluster Bulgaria (DHI Cluster Bulgaria) in partnership with the Bulgarian Society of Paediatric Ophthalmology, Neuro-Ophthalmology and Ophthalmic Genetics and the Bulgarian Association for Pharmacoeconomics – ISPOR Bulgaria Chapter, with the support of Roche Bulgaria.

Bringing screening closer to people

The free screening is carried out in a specially equipped mobile unit, which will visit 29 smaller towns and municipalities across six regions of the country between 28 September and 13 November 2026.

A key principle of the initiative is to bring preventive care closer to people living in areas where access to specialised ophthalmic care is more limited. In parallel, a stationary screening centre has also opened in Sofia, operating by prior appointment.

The latest schedule and information on how to participate are available at vijochite.bg.

What does the screening involve?

The campaign conveys a clear message: eye care should begin before serious symptoms appear.

The screening is not a standard ophthalmological examination and does not provide a medical diagnosis. Its purpose is to support the early identification of suspicious changes associated with four major areas: dry and wet age-related macular degeneration, diabetic retinopathy, and glaucoma.

A Visionix VX 610 non-mydriatic fundus camera is used on site to capture images of the retina, while specialised AI software analyses the images.

Where a positive or suspicious result is identified, the images are reviewed by an ophthalmologist. If necessary, the participant receives a recommendation for a comprehensive ophthalmological examination and additional diagnostic tests.

“Technology allows us to make screening more accessible and faster, but medical judgement remains central. Our goal is to help more people reach a specialist in time,” emphasised Mira Ganova, CEO of DHI Cluster Bulgaria.

Why does early detection matter?

Many eye diseases can develop gradually and without clearly noticeable symptoms in their early stages.

The President of the Bulgarian Society of Paediatric Ophthalmology, Neuro-Ophthalmology and Ophthalmic Genetics, Prof. Alexander Oskar, MD, PhD, highlighted that patients often seek medical attention only when the disease has already reached an advanced stage.

“There are diseases that cannot be delayed and must be diagnosed and treated in a timely manner,” he said.

Prof. Genka Petrova, DSc, founder of ISPOR Bulgaria Chapter and the Bulgarian Association for Pharmacoeconomics, also drew attention to the social and economic burden of eye diseases. Late detection may lead not only to more serious medical consequences, but also to loss of independence, greater involvement of family members and carers, and additional pressure on the healthcare system.

Eye care connects generations

A dedicated strand of the campaign is also aimed at Generation Z. The goal is to encourage younger people to help their parents and grandparents take care of their eye health in time — by talking to them about prevention, checking the screening schedule, or accompanying them to a screening location.

“Виж очите си навреме” aims not only to provide access to free high-tech screening, but also to demonstrate how medical expertise, a mobile care model and digital technologies can be combined into a more accessible and structured approach to eye health prevention.

More information about the initiative is available at vijochite.bg.