New Transitions® campaign inspires wearers to ‘move freely in any light’

Transitions campaign move freely in any light Aug 2025

To move freely in any light – with speed, style and smart vision – is the inspiring concept behind a brand-new marketing campaign from Transitions® Optical, designed to encourage glasses wearers to upgrade their look and performance.

The campaign illustrates the beauty of an effortless life with Transitions® lenses and the struggle without them in today’s fast-moving world. By contrasting the new way with the old, it aims to inspire a mindset of change and encourage consumers to try the lenses and effortlessly adapt to changing light.

Set against an urban backdrop, the leading character moves smoothly with quiet confidence through a city that never pauses. While others chase the noise, she follows purpose – steady, luminous, untouchable. In a world of motion, she leads with intention.

Running from August, the campaign is expected to reach over 17 million consumers across Canada and features an engaging video promoted across YouTube, Meta, and Connected TV, along with 360 degrees activations with leading consumer lifestyle publishers like ELLE and Narcity.

Arnaud Rajchenbach, Marketing & Sales Manager at Transitions Canada, said: “We envision a world where Transitions® lenses are the standard – empowering people to move through life with clarity and ease, transforming everyday moments into experiences of comfort, confidence, and connection.

“It’s time to embrace the future and forge ahead, leaving behind the old and embracing the new. We need to showcase how Transitions® dynamic lenses are the new standard for everyday glasses by demonstrating how they can make a real difference in patients’ lives.

“Transitions® lenses redefine performance – not just exceeding expectations but reshaping how we experience vision in motion. It’s more than a breakthrough; it’s a catalyst for transforming everyday life into something extraordinary.

“With Transitions® lenses, we offer the possibility to upgrade vision, offering better comfort, eye protection and style. From must wear to love wear, wearers no longer “have to” wear glasses; wearers “love” wearing glasses.”

REFERENCES:

*Tests carried out on grey lenses. Photochromic performance may vary across colours and lens materials and is influenced by temperature and UV exposure.

1. For grey polycarbonate & CR39 lenses achieving 18% transmission @ 23°C.

2. For grey polycarbonate & CR39 lenses with a premium anti-reflective coating fading back to 70% transmission @ 23°C.

3. After 7 days of trial per lens type, 86% of wearers chose to keep Transitions® GEN S, 5% of wearers chose to keep Transitions® Signature® GEN 8TM, 9% of wearers chose to keep the clear lenses. Wearers Test conducted by an external market research agency in the US in Q1, 2023 with Rx lens wearers wearing 1.67 index lenses with a premium anti-reflective coating in clear, grey Transitions® GEN S and grey Transitions® Signature® GEN 8TM, 134 respondents.

4. Wearers test conducted by an external market research agency in the US in Q1, 2023, Rx lens wearers wearing 1.67 index lenses with a premium anti-reflective coating in grey Transitions® GEN S, 135 respondents

Click HERE for the press release.

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August 18, 2025August 18, 2025

OGS Kicks Off 2025 World Sight Day Challenge

To support its mission to eradicate uncorrected refractive error through the growth and expansion of optometry around the world, Optometry Giving Sight (OGS) has issued its 2025 World Sight Day Challenge. Held in conjunction with World Sight Day, the Challenge will take place from September 1 through October 31. World Sight Day is celebrated on October 9.

During the Challenge, optometry practices, optometry student groups, and optometry-related businesses raise funds for OGS to support the organization’s annual grant program. Since its inception, OGS has awarded more than $8 million in grants for programs that have provided vision care for more than 15 million people worldwide.

Challenge participants can choose to sponsor fundraising activities at their offices, schools, and companies and may include activities such as raffles, bake sales, fun runs, office contests, and other activities that can involve patients, colleagues, and the community. Other options include hosting an online fundraiser or simply making a donation.

This year, optometry practices and optometry student groups can compete to win our new Facebook Thumbs-Up Throwdown or highest contributor contest, both sponsored by Dr. Greg Pearl.

“The World Sight Day Challenge is our biggest fundraiser of the year,” says OGS Executive Director Donna J. Mikulecky. “This time of the year, in particular, we see the entire optometry community come together to support the dire need for access to eyecare where it is most needed.

“More than 1 billion people worldwide suffer from vision impairment and blindness simply because they don’t have access to eye exams and eyeglasses,” she adds. “The programs we fund provide exams and glasses, but also fund the establishment and development of the optometry profession, so that eye care is available today and well into the future.”

To date, OGS has helped establish 14 optometry schools, built 130 vision centers, and trained more than 14,000 optometry professionals. In all, OGS’s work has impacted people in more than 50 countries.

“Our impact continues to grow each year,” Mikulecky says, “But, so does the need. The International Agency for the Prevention of Blindness projects that the number of people suffering vision loss will increase to 1.7 billion people by 2050 unless we invest significantly in vision care.

“We’re fortunate that so many others in the optometry profession want to participate in creating lasting change,” she adds. “And, we are very grateful for their support. The problem we are all trying to address is huge in scope. But, together, we’re making a difference.”

Those interested in participating in the 2025 World Sight Day Challenge can register or learn more at www.givingsight.org/wsdc .

Click HERE for the press release.

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August 14, 2025August 12, 2025

Indigenous Children’s Eye Examination Project Confronts Vision Care Gaps in Remote Communities

A pediatric eye care initiative launched in Northern Ontario is helping address one of Canada’s most persistent healthcare inequities: access to vision care for Indigenous children in remote communities.

The Indigenous Children’s Eye Examination (ICEE) Project was founded in 2019 by Dr. Kourosh Sabri, pediatric ophthalmologist and professor at McMaster University, in response to the Truth and Reconciliation Commission of Canada’s Calls to Action on health. Working with lead optometrist and national coordinator Dr. Yasmin Jindani, ICEE brings teams of physicians, optometrists, orthoptists, opticians, and eye technicians directly into underserved Indigenous communities.

According to ICEE, more than 75% of children examined through the program require corrective lenses—provided at no cost to families. Those needing specialized treatment are referred to pediatric tertiary care centres. Since its inception, ICEE has examined over 1,000 children in the James Bay region of Ontario and Northern Saskatchewan.

Four Pillars of Care
ICEE’s approach combines on-site comprehensive eye exams, follow-up via weekly telemedicine clinics, training of Indigenous youth as community-based eye technicians, and relationship-building to facilitate other healthcare services. In one example, the program’s trusted presence helped enable the launch of remote wound-care clinics in partnership with plastic surgeons.

Addressing Barriers to Access
In many northern communities, residents may travel more than 900 kilometres to see an eye doctor. While the federal Non-Insured Health Benefits (NIHB) program covers patient transportation, ICEE notes that administrative delays, high costs, and the emotional strain of leaving family can make this an impractical option. Blindness is six times more common among Indigenous children than among non-Indigenous peers, and diabetes—on the rise in Indigenous youth—further increases the risk of vision loss.

Funding Challenges
Despite its reach and outcomes, ICEE’s future is uncertain. The program reports that applications for sustainable funding have been unsuccessful, and current resources may be depleted within a year, potentially limiting services and halting expansion into other provinces.

ICEE is seeking public, professional, and institutional support to maintain operations. More information is available at www.iceenow.ca.

Source: Canadian Ophthalmological Society

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August 13, 2025July 9, 2025

Gold Retinal Prosthesis Could Help Restore Some Vision

A new study published in ACS Nano suggests that gold nanoparticles could help restore some vision in people with retinal degeneration. In experiments with mice, researchers found that injecting these tiny particles into the eye stimulated the visual system and helped restore some sight.

In conditions like inherited retinal diseases and age-related macular degeneration, vision loss happens when the eye’s light-sensing photoreceptor cells stop working. This experimental treatment is a new kind of retinal prosthesis. The gold nanoparticles essentially take on the role of lost photoreceptors by responding to light. When exposed to laser light, the particles heat up and activate nearby retinal cells, triggering a visual signal sent to the brain.

In a future human application, researchers say laser light could be delivered through a special pair of goggles. One advantage of this potential approach is that it would only require an injection and the use of the goggles—and avoid complex surgery.

More research is needed before the technique can be considered for human clinical trials.

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August 13, 2025August 6, 2025

Fitson: A Frame for Everyone

Optik July-August 2025 Voila COS Fitson F1578

Fitson is a Canadian eyewear brand that blends style and quality. Its trendy frames are made to suit every face with a variety of shapes, sizes, and bold colours. With an eye on fashion trends, Fitson ensures that everyone finds the perfect fit—because Fitson fits on everybody!

Featured model: 1578 col. 0001 (Grey / Blush fade)

Distributed by COS: canadianoptical.com

About COS:

For over 70 years, COS has prided itself on its commitment to providing customers with unparalleled service and superior products. Founded in 1951 by Fred and Judith Hochstadter, with the specific goal of offering something truly innovative to independent eye care professionals in Canada, and based in Montreal, COS is a family-run business that represents a wide variety of high-quality frames. They are also Silhouette’s exclusive Canadian distributor since the brand was established in 1964.

The heart of COS business lies in the relationship with each client. The goal of the sales representatives and customer service team is to develop long-term, in-depth ties based upon customer-satisfaction and respect. With every interaction, COS dedicates itself to delivering the exact results that customers desire and their needs require. When it comes to offering truly top of the line service, COS is nothing short of groundbreaking.

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New Transitions® campaign inspires wearers to ‘move freely in any light’

REFERENCES:

OGS Kicks Off 2025 World Sight Day Challenge

Indigenous Children’s Eye Examination Project Confronts Vision Care Gaps in Remote Communities

Fitson: A Frame for Everyone

Distributed by COS: canadianoptical.com

About COS:

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