Ambulances have recorded a 205% rise in calls since 1991, while attendances at A&E units in Wales has risen 7% in the past five years.
Deputy Health Minister Vaughan Gething said people often dialled 999 when an optometrist was the best place to go.
They offer free advice and patients do not have to be registered with them.
The campaign is being supported by Optometry Wales, Sight Cymru, Wales Council for the Blind, RNIB Cymru, and Public Health Wales.
People with eye problems are being urged to visit an optician instead of making unnecessary trips to accident and emergency departments.