MADISON, N.J. — Bausch & Lomb has kicked off  its advertising campaign for Alaway, its 12-hour eye itch relief drops.

The eye care company said this week that television ads are currently airing across major U.S. broadcast and cable networks.

The campaign targets allergy sufferers via the slogan, "It’s not just your allergies, it’s your eyes." Bausch & Lomb said the ads, developed with agencies Grey NY and Ionic Media, emphasize that consumers don’t need to wait for systemic allergy medications to take effect before they can get relief for their itchy eyes. 

The 30- and 15-second commercials are airing during popular shows such as "America’s Got Talent," "Law and Order," "30 Rock" and the recent Miss Universe and the Primetime Emmy Awards. The Alaway spots are also running in morning news and talk shows, game shows, soap operas and entertainment news productions, Bausch & Lomb reported.

Plans call for the U.S. TV ad campaign to run through September. Bausch & Lomb added that the Alaway brand will also be supported in-store with shelf talkers, feature ads, pharmacist displays, free-standing inserts and doctor detailing.

Alaway Antihistamine Eye Drops (ketotifen fumarate ophthalmic solution) are designed to provide fast-acting, long-lasting relief from itchy eyes due to ragweed, pollen, grass, animal hair and dander. The company said the solution works in minutes and lasts up to 12 hours.