CIBA Vision, a contact lenses manufacturer, is to increase its sponsorship and involvement in the Guide Dogs for the Blind Association's annual fundraising and awareness events.
Shades for a Day, which takes place on 16 July, is being promoted by CIBA Vision to opticians and by visiting schools.
It is hoped this year's event will raise £250,000. Already, more than 300,000 people have pledged to take part this year, with each donating £1 to be able to wear their sunglasses on the day.
The schools are given the option to share the funds between themselves and the charity.