Transitions Optical Wins International Award for Campaign to Raise Eye Health Awareness in African-American Communities

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PINELLAS PARK, Fla.—Transitions Optical, Inc.’s campaign to raise eye health awareness in African-American communities won a Golden World Award from the International Public Relations Association. The initiative included an extensive partnership with the National Council of Negro Women (NCNW) to educate at-risk African Americans within their local communities. Transitions, along with its trade public relations agency, Havas PR, won in the agency category for “Community Relations Campaign of the Year.”
 
Following research confirming that African Americans are at greater risk for eye damage linked to ultra-violet exposure yet often have less access to adequate eyecare, Transitions partnered with the NCNW to help reach African-American communities about their eye health risks. Throughout 2012, Transitions worked with local NCNW chapters to distribute eye health education during community events throughout the country. A 2013 nationwide survey of 2,600 adult consumers conducted by Wakefield on behalf of Transitions showed a 29 percent increase over 2011 in the number of African Americans who understood that their ethnicity could put them at risk for eye health issues, which the company reports could indicate that Transitions’ efforts could have played a role in this behavioral change.
 
“Partnering with the NCNW has presented us with invaluable opportunities to connect with African-American communities both online and during community events across the country,” said Manuel Solis, marketing manager, labs and strategic partnerships, Transitions Optical. “We are thrilled to receive international recognition for our work to raise eye health awareness among this important group and even more thrilled to see the results of our recent survey reflect that an increase in awareness is happening.”  
 
Multicultural education and resources are available for eyecare professionals from Transitions Optical by visiting MyMulticulturalToolkit.com or contacting Transitions Optical Customer Service directly at CService@Transitions.com or (800) 848-1506.