Campaign against squinting

Pinellas Park, FL-Transitions Optical Inc. has a new campaign and contest, “Life Less Squinty,” designed to promote the benefits of its lenses for glare and ultraviolet light protection.

Through June 30, patients can participate in a “15 Minutes of Fame” contest by visiting www.LifeLessSquinty.com to upload a photo that demonstrates their best “squinty” face. Photos will be posted to the site’s “Squinty Billboard,” and up to 60 winners will be selected to have their photos featured on real billboards in New York/New Jersey, Chicago, Philadelphia, Dallas, or Atlanta. Participants also will have the chance to share their photos via Facebook and Twitter.

The Life Less Squinty Web site features a series of interactive banners designed to reinforce the potential consequences of squinting-such as premature aging and diminished sex appeal-and show how the company’s lenses are designed to adapt automatically to provide vision in changing outdoor lighting conditions and reduce squinting. The site offers a side-by-side comparison of the company’s family of products and encourages patients to visit their eye-care professionals to learn more.

Eye-care professionals can align their local marketing efforts with the campaign by sharing the www.LifeLessSquinty.com link on their practice Web sites and Facebook pages. Customizable counter cards and postcards are available through the Transitions Online Marketing tool at www.TransitionsTOM.com.