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Tuesday / July 16.
HomeminewsTransitions Launch ‘Squinty’ Campaign

Transitions Launch ‘Squinty’ Campaign

Transitions Optical has launched a major marketing campaign advising consumers how to be comfortably and conveniently protect their eyes against bright sunlight when they squint.

“This campaign is demonstrating the universally recognised problem of squinting,” said Transitions Optical Marketing Manager for Australia and New Zealand, Kate Mulcahy.

“We all squint when exposed to bright sunlight. It’s a natural reaction to bright sunlight.

“Not only will consumers immediately identify with the problem, but the campaign itself is fun, quirky and energetic which we believe will cut through the multitude of messages sent to consumers every day,” says Ms. Mulcahy.

The simple message of “Live a life less squinty” has been spread by the photochromic lens provider to glasses wearers, using massive billboards in capital cities, outdoor furniture advertising such as bus stop shelters and telephone boxes, as well as online advertising.

Ms. Mulcahy, says practices can become involved by using the new point-of-sale material such as counter cards, patient mailers, reading cards, window displays, and a promotional DVD, which started arriving last month.

“Live a life less squinty is not about a product. It’s about demonstrating empathy with your client’s basic needs and frustrations. This campaign will give Eye Care Professionals around the country a legitimate reason to contact their patients again, and provide them with the materials they need to do so,” says Ms. Mulcahy.