A new Transitions Optical campaign highlights how its lenses help to protect eyes from UV rays and blue light, in response to consumer feedback.
The new campaign, called ‘From Screens to Sun. Face the Light’, aims to reinforce how Transitions lenses help to enhance wearers’ vision experience, as screen time and exposure to harsh lighting – both indoors and out – continues to rise for spectacle wearers.
A recent Transitions Optical study found that since the beginning of the COVID-19 pandemic, 66% of prescription glasses wearers said they spend more time in front of digital screens and 22% of consumers report spending more time going outside into bright sunshine.
The company said that, as a consequence, glasses wearers are becoming more aware of the important role lenses play in helping to protect and preserve their eye health, with 75% agreeing that lenses should help to protect from both ultraviolet light and blue light.
Eyecare professionals have also taken note of the pandemic’s effect on their patients’ eye health, with more than 70% agreeing that their patients have become more sensitive to eyecare and protection since the pandemic began, Transitions’ study found.
Mr Adam McMahan, Transitions Optical key account manager for Australia and New Zealand, said the new campaign highlights a solution.
“Consumer’s eyes are in overdrive with increased exposure to ultraviolent rays and blue light emitted by the sun, harsh indoor lighting and electronic devices,” he said.
“Our new campaign promotes Transitions lenses as a light management solution to help glasses wearers to face the intense light situations they encounter in their daily lives.”
The ‘From Screens to Sun. Face the Light’ campaign is featured in large scale outdoor advertising across Victoria, New South Wales and Queensland, including large landmark digital billboards, and digital panels in busy retail precincts.
New in-store materials and marketing assets – including window posters, wall posters, counter cards, static and animated visuals, videos and social media posts – will communicate how the entire portfolio of Transitions lenses:
- Block 100% of UVA and UVB rays
- Help filter blue light from digital devices and screens indoors to bright sunlight outdoors
- Help to reduce glare by optimising the amount of light consumers’ eyes receive.
The new point of sale materials and marketing assets are available to order for free from Transitions Plus.
First time visitors can use registration code TransPlus.
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