'Protect your eyes, they are a valuable asset'
Our eyes are a valuable asset, which suffer numerous hazards day after day, without us even noticing. For example UVA and UVB rays, which are particularly harmful, and responsible for a number of diseases that may occur, even after a period of time. This is why today, and even more so in the future, we must adopt appropriate preventive measures to protect our sight. This is the message that Transitions Optical, a world leader in photochromic lens technology, is directing at customers with its new TV campaign, on air, constantly, from 18 February, at peak viewing times, on all RAI and Mediaset networks and - for the first time - also on SKY.
Transitions® photochromic lenses darken automatically when exposed to sunlight, and they now represent one of the most effective technologies available to customers today because they can block out harmful UVA and UVB rays 100%, protecting eyes from glare and ensuring comfort and visual wellbeing.
This is exactly what we can see in the advertisement that shows people of all ages, on a bright, sunny morning, rushing into and out of the underground station, coping with the sudden change from dark to light effortlessly, and with maximum comfort, because they are all wearing glasses with Transitions® variable tinted lenses.
The new campaign confirms the strategy of Transitions Optical - the first company in the sector to use means of mass communication - to promote a massive campaign to sensitize consumers all over the world about prevention and eye protection.
It is worth remembering that while 83% of adults are aware of the damage that the sun, atmospheric agents and incorrect lifestyles can do to the skin, only 6% knows that ultraviolet rays are extremely harmful to the eyes, and only 4% takes appropriate protective measures.
'The results of the fall edition of the television campaign have exceeded all expectations both with regard to the impact on the public and the involvement of professionals in the sector' confirms Alessandro Borzino, Business Director Mediterranean of Transitions Optical 'the message of the advertisement has been understood and 'memorized' extremely well, and the market has rewarded us with significant sales increases. This has not only led us to repeat the TV campaign, but also to include SKY in the planning for 2007, which gives us access to a vast, new catchment area of 4 million families'.
The campaign, which was created by Saatchi & Saatchi New York, directed by the Australian Derlin Seale and entirely filmed in Australia, is broadcast simultaneously in 15 countries.
