Essilor has launched a driving and vision campaign based around its Crizal Drive lens with the aim of raising awareness of the importance of roadworthy eyes.

Consumers have been targeted through paid social media activity and digital display adverts in the national media that urge drivers to book an eye examination.

Tim Precious, managing director at Essilor, said: ‘It’s a sensible time of year for optical staff to recommend Crizal Drive anti-reflective coating to patients who drive. Thanks to the coating’s performance, reflections are up to 90 per cent less when driving at night.’

Point of sale materials and a social media calendar with digital assets have also been created to provide marketing support to eye care practitioners.