Transitions Optical launches 'Healthy Sight for Life: Focus on African-American Eyes' campaign

Recognizing the increased risks African Americans face for a number of eye health issues, Transitions Optical, Inc., the leading supplier of photochromic eyeglass lenses, is launching its "Healthy Sight for Life: Focus on African-American Eyes" campaign at the National Council of Negro Women (NCNW)'s 25th annual Black Family Reunion Celebration on September 11 in Washington, D.C.

The campaign will raise awareness about the importance of proper vision care and vision wear among the African-American community. In partnership with NCNW, the event will kick off several initiatives, including distribution of a co-branded "What to Expect: African-American Eyes" brochure and the addition of educational information about eye- and overall-health issues impacting high-risk groups on Transitions Optical's corporate giving program website, www.HealthySightForLife.org/GroupsAtRisk.

"We found there is a need for more targeted information to reach the African-American community about eye health and, in particular, the impact of UV rays on eyes, which is not widely addressed," said Manuel Solis, multicultural marketing manager, Transitions Optical. "After achieving great success in the Hispanic market, we look forward to expanding our outreach to serve additional communities with valuable eye health education and encourage these groups at risk to take the steps to protect their healthy sight today and for a lifetime."

Activities that will take place during the Black Family Reunion event including free vision screenings at Transitions Optical's booth and an eye health presentation by Vincent Young, M.D., chairman of the Division of Ophthalmology at Albert Einstein Medical Center in Philadelphia. Transitions Optical is also sponsoring a full-service, mobile eyecare clinic to provide outreach at the festival and free eye exams and Transitions® lenses to community members and children through the Boys & Girls Club of Greater Washington, D.C. Additional activities with NCNW are planned to raise awareness at the national level.

Transitions Optical's "Healthy Sight for Life: Focus on African-American Eyes" is the latest aspect of its multicultural marketing platform to raise awareness of the eye health needs of at-risk groups. The initiative started with the fast-growing Hispanic market, and will continue to expand to reach Asian Americans, also at higher risk for many eye health issues, in 2011.