The promotion follows objections by four rival contact lens care product companies to the product's 'Kills Acanthamoeba' message, in view of the previous Watchdog television scare (optician, March 5, 1999) in 1997. The concern has led to talks between the companies and the Association of Contact Lens Manufacturers. However, Alcon is to press ahead with the campaign this month, and will develop it throughout 1999, said a company spokesman. 'Opti-Free express offers the profession a product which not only has activity against Acanthamoeba cysts but also provides maximum comfort and patient acceptability,' Alcon said. 'Our main objectives are to promote safety for lens wearers through various magazines with an estimated circulation of around 20 million.' The consumer campaign's theme will be 'safety first for contact lens wearers', and will involve press advertising, 'advertorials', public relations and radio commercials. Alcon has said media statistics show that its campaign will reach 80 per cent of contact lens wearers in the UK, who will see the advertisements at least five times throughout 1999 alone. Advice from Moorfields Eye Hospital on the use of disinfecting products with 'proven activity' will be highlighted in Alcon's public relations campaign. Advertising features will be included in women's interest magazines Company, Zest, Elle, Cosmopolitan, Marie Claire, More and New Woman. All patients who respond to a freephone number mentioned in the campaign will obtain a lens care book, a &\#163;1-off voucher for a free trial of Opti-Free express and the names of two local stockists chosen via a computer system. Two weeks after the initial freephone call, respondents will be sent a second letter recommending they go back to their stockist. see Letters page 14.