Transitions Optical in Canada has announced its consumer media campaign for 2023 targeting eyeglass wearers via outreach consisting of TV advertisements, online videos and display banners, paid search and social media content, digital audio, and a partnership with Golf Canada.

As part of Transitions 2023 media strategy, there will be TV spots during the spring and summer months on both English and French popular conventional and specialty TV networks such as CTV, TVA, TSN and RDS during top programming. Televised efforts will reach 97% of the Transitions target audience. Additional outreach will focus on social media content ranging from online videos to sponsored posts across Facebook, Instagram, and YouTube. Alongside paid social will also be paid search targeting keywords on Google and Bing search engines.

Transitions Optical will also continue its partnership with Golf Canada as the official eyewear partner for Golf Canada’s two Professional Golf Championships—the RBC Canadian Open (June 6-11, 2023, Oakdale Golf & Country Club, Toronto, ON) and the CPKC Women’s Open (August, 22-27, 2023,  Shaughnessy Golf and Country Club, Vancouver, BC)

“We are thrilled to partner with Golf Canada again as the official eyewear partner for the RBC Canadian Open and CPKC Women’s Open,” said Arnaud Rajchenbach, marketing and sales manager, Transitions Optical Canada. “Transitions Light Intelligent Lenses automatically adapt to changing light, making them an ideal choice for golfers and others who experience a wide range of light conditions throughout the course of their day.”

This partnership with Golf Canada will include on-site activation with banners, education, on-site Transitions lens testing, and customized advice. Visitors to the Transitions booth will be able to test their skills with a putting challenge and visit a unique art installation. Additionally, Transitions Optical will be increasing both its TV and digital advertisement presence during the broadcast of both golf events.

To boost trade engagement, Transitions Optical will also be hosting industry partners and customers onsite at the RBC Canadian Open and the CPKC Women’s Open events. A consumer contest will also be part of the collaboration with Golf Canada, and more information on this will be announced leading up to the event.

Click HERE for the full press release.

The season for patios, beaches and outdoor activity is upon us, and as Canadians spend more time in the sun, their risk of getting cataracts increases without adequate protection of sunglasses from the harmful effects of ultraviolet (UV) radiation. As June also marks Cataract Awareness Month, it becomes all the more important to raise awareness and educate Canadians about cataracts, the primary cause of vision loss.

Despite cataracts impacting over 2.5 million individuals in Canada today, a recent survey conducted by the Canadian Ophthalmological Society (COS) reveals that 38% of Canadians are still unfamiliar with the disease and the majority (73%) are unaware it’s the leading cause of blindness.

Additionally, when it comes to protecting their eyes from harmful UV rays, younger Canadians are not taking enough precaution: only a third of respondents say that their children regularly wear sunglasses on a sunny day (33%) or during the summer months (32%). Just 13% say their children wear them on a cloudy day, despite the fact that UV rays are still present.

“Cumulative, prolonged exposure to harmful UV rays increases the risk of developing cataracts and other eye conditions,” says Dr. Phil Hooper, President of the Canadian Ophthalmological Society. “Over time, this exposure gradually causes the lens to become clouded, resulting in increasingly blurred or hazy vision that eventually interferes with everyday activities. Wearing sunglasses across all seasons, from a young age, will help protect the eyes from UV exposure, reducing the risk of developing cataracts later in life.”

While this eye disease is more common in people over 60, taking the necessary precaution from a young age will only help decrease their chances of getting this eye disease in the future.

To address the survey findings, the COS urges Canadians to take proactive steps to protect their eyes from UV radiation and cataracts.

The following recommendations are essential:

1. Encourage consistent use of sunglasses: Wear sunglasses with 100% UV protection even on cloudy days, as some UV rays can still pass through even under extreme overcast.
2. Promote UV-protective eyewear for car rides: UVA rays can penetrate glass, so emphasize the importance of wearing sunglasses in vehicles to minimize UV exposure during travel.
3. Advocate for year-round eye protection: Educate your peers about the need to wear sunglasses throughout the year, not only during the summer months, to maintain optimal eye health.

Click HERE for the full press release.