WASHINGTON, D.C.—One month into the consumer phase of its “See Tomorrow” initiative, the Contact Lens Institute said last week that the campaign has already reached millions of U.S. residents. See Tomorrow is focused on promoting intriguing insights about how people’s psyches surrounding vision, health care and their lives have changed over the past 18 months—and the ensuing opportunities for the eyecare community. It emphasizes the importance of good vision and how contact lenses are an outstanding option as patients pursue their post-pandemic hopes and dreams.

Outreach to adults nationwide began Aug. 6 through multiple digital marketing initiatives. Human behavior expert and See Tomorrow spokeswoman Colette Carlson’s interviews have aired on 80 television stations, and her radio segment has reached 25 million listeners. (VMAIL reported on a virtual presentation Carlson made to the eyecare community last month and it can be viewed here.)
 
Members of the eyecare community—inspired by 40 optometrists named as See Tomorrow Visionaries—are using the initiative’s educational materials to spread the campaign’s messages among current and potential patients. In addition to a series of social media-optimized infographics that can help create more rewarding in-office dialogue and grow business, CLI has also produced a news story template that practices can distribute to local media. Those assets—in addition to tools such as a research and practice insights guide for doctors and staff—can be downloaded from seetomorrownow.com/practitioner.
 
More than 80,000 entries have been received to date for the See Tomorrow Sweepstakes, which is giving away $25,000 in prizes through Sept. 24, including daily draws for Amazon.com gift cards and three grand prize membership packages provided by LA Fitness, Esporta Fitness, and City Sports Club. Consumers can read the complete rules and enter for a chance to win by visiting SeeTomorrowNow.com.
 
The Contact Lens Institute advances the latest innovations in safe and effective contact lens and lens care products and services that provide unique benefits to patients while satisfying the evolving needs of ECPs. CLI members include Alcon, Bausch+Lomb, CooperVision and Johnson & Johnson Vision. For more information, visit contactlensinstitute.org.