A media campaign launched by Transitions Optical in May was expected to reach over 90 million people and support eye care professionals by encouraging patients back to practices after lockdown.

It included five weeks of advertising broadcast on Virgin Media TV, Channel 4, Channel 5, ITV, Sky, BT Sport and STV and would be followed by a four week online campaign in June on platforms such as YouTube, Facebook and Instagram.

Transitions said it aimed to attract permanent spectacles wearers of all ages and reach them on their most used platforms, as well as targeting consumers with an interest in optics.

In addition, a social media campaign aimed at ECPs highlighted key benefits, reasons, and tools to recommend Transitions lenses to more of their patients.