PINELLAS PARK, Fla.—Earlier this year, Transitions Optical, Inc. rolled out its 2015 "See Life Through a New Lens" public relations and social media campaign to encourage eyeglass wearers to experience life the way it is meant to be seen. National Geographic, one of the world's most well-known brands, which seeks "to inspire, illuminate and teach," has a similar philosophy, which is behind a new partnership with Transitions as the innovator of photochromic adaptive lens technology.

The two companies have just kicked off the program with the launch of a video on NationalGeographic.com featuring National Geographic Traveler magazine's director of photography, Dan Westergren, who shares his photo tips on capturing stunning images and hints on how to work in various light situations. He recently traveled to Austin, Texas, to photograph the city and its people. The video can be seen here.

Custom print advertorials featuring Westergren and National Geographic photographer Nevada Wier will run in National Geographic and National Geographic Traveler magazines. The content will show striking images and personal stories on how these photographers got their shots.

This summer, the program will also have a social component. The companies would like eyecare professionals to know that from July through August, National Geographic will roll out a custom Instagram photo contest with a dedicated contest hashtag (#throughanewlens) where entrants can submit their own images through Instagram. In September, the winner will be awarded an all-expenses-paid National Geographic Expeditions trip to Alaska.

"The partnership with National Geographic will allow Transitions Optical to reach a highly sought-after segment, making them aware that Transitions adaptive lenses are the original wearable technology and encouraging them to see the world the way it's meant to be seen," said Patience Cook, director, North America marketing, Transitions Optical. She also noted that the overall goal of the "See Life Through a New Lens" campaign is to make eyeglass wearers aware of how fashionable, functional and innovative the lenses are.

Cook added, "The National Geographic partnership will allow Transitions Optical to connect to countless new customers. Once this happens, we know we will open their eyes to what it truly means to 'See Life Through a New Lens.'"

The National Geographic Society is one of the world's largest nonprofit scientific and educational organizations. The member-supported Society, which believes in the power of science, exploration and storytelling to change the world, reaches over 600 million people each month through its media platforms, products and events.