"We started with the Hispanic market about four years ago," said Manual Solis, multicultural marketing manager for Transitions Optical, noting that the campaign will expand to Asian-Americans in the coming years.
"We see that there is a very good opportunity to talk to the African-American community and create awareness and address some of the eye health issues that occur predominantly in the African-American community," he added of the new expansion of the campaign.
Transitions Optical will launch the campaign, called "Healthy Sight for Life: Focus on African-American Eyes," on Friday, September 10 at the Boys & Girls Club of Greater Washington, DC, where it will do free vision screenings. The lead agency was Transitions' trade AOR Euro RSCG Worldwide PR, though consumer AOR Burson-Marsteller also helps with multicultural media outreach.*
At the NCNW event on September 11, Dr. Vince Young will be on hand at the NCNW event to discuss the specific vision problems that affect the black community, and Transitions Optical will continue to do vision screenings. Burson is providing media relations support, coordination between general market outreach and the multicultural campaign, and social media guidance.
"We do plan to expand [the social media] efforts," Solis said, "but we're still working on determining which would be the most efficient ways to reach out to the community."
The campaign is ongoing, and will continue with Asian-American outreach in the future.
* A previous version of this article incorrectly stated that Burson-Marsteller was the lead agency.