ORLANDO, Fla.—Eyecare professionals should be aware that Transitions Optical is planning to motivate and drive consumers to trial and empower current wearers to speak out about their experiences with Transitions lenses. This will happen through the rollout of a new consumer PR and social media campaign this year, called "See life through a new lens."

"No amount of talk can match the tangible experience of Transitions lenses. We recognize that it is hard for consumers to really understand our product until they try it," said Patience Cook, associate director, North America marketing. "To help address this, we are exposing more consumers to Transitions lens technologies in creative ways online and in person, and are recruiting Transitions lens wearers to help articulate what it means to wear the product in an organic, grassroots way."

In their own words, Transitions lens wearers and influencers, such as bloggers and those with high social media followings, will be speaking up about how Transitions lenses help them see life in the best light. Influencers who represent multiple areas of focus, including technology, lifestyle, fashion and the Hispanic community, will help share their unique Transitions brand stories with core consumer audiences across the U.S. The campaign's creative will also help highlight the fact that Transitions lenses go beyond correction and enhance the wearer's view, the company said.

One of the many influencers Transitions Optical will be working with is Sarah Evans, who has been highlighted in "Vanity Fair" as one of "America's Tweethearts" and author of the novel, "Reframe." Sarah was a digital correspondent for Paypal at South By Southwest (SXSW) '13 and is an avid eyeglass wearer. At next month's SXSW '15, the major music and new technology festival, Transitions Optical and Sarah Evans will kick-off a year-long video series "Seeing life through a new lens," which will capture unique moments to showcase the tech and fashion benefits inherent in Transitions lenses.

Further driving consumers to trial and purchase, Transitions Optical will be giving consumers more chances to try the product temporarily with the Transitions Trial Decals, which can be applied onto their clear lenses.

The decals will be distributed at various consumer events, promoted through social media and on the web. Consumers will also continue to see and hear messages about how they can try the different options in the Transitions family of products virtually with Transitions Viewer. All of these activities and messages will encourage consumers to visit their local eyecare professional and ask which Transitions lens is best for them.

More info about the campaign and how ECPs can leverage this via their own social media is posted at Transitions.com or TransitionsPRO.com.