Not many people would think that changing a tire could lead to life-altering injuries, and neither did TV personality, Todd Dewey. The star of the History Channel's hit reality show, Ice Road Truckers, suffered a severe eye injury when a logging truck tire exploded, launching more than 40 rock shards into his face. It took three trips to the eye surgeon to remove the debris, and while Dewey's sight was not compromised long-term, according to Kimberly-Clark Corpr., he realized that the situation could have resulted in much more severe circumstances.
Since the injury, Dewey has become extremely vocal about the importance of safety glasses and has struck a partnership with Kimberly-Clark Professional's Nemesis Safety Eyewear. Above all else, Dewey and Kimberly-Clark Professional are building a relationship to increase awareness of the importance of safety in the workplace and in everyday life.
"Many industrial workers consider safety glasses as just another requirement," said Jill Walter, eye and face protection category manager for Kimberly-Clark Professional. "However, we want to elevate the importance of safety eyewear, bringing attention to the fact that accidents can happen at any time and anyone can be susceptible to eye injuries. This partnership fully embraces that mission."
Nemesis eyewear is built on its value proposition of "Stylish Comfort. Lasting Protection," and teaming up with a top-selling product in North America held precedence for Dewey. With a follower base made up of people who use safety products on a daily basis, Dewey's primary role will be as a digital spokesperson, including information about Nemesis* products in social media posts surrounding a context of safety and eye protection.
By proving to his followers that he wasn't invincible and neither are they, Dewey hopes to increase the use of eyewear protection nationwide and Kimberly-Clark Professional aids that goal by offering a product line that fits these users' needs.