MASON, Ohio—LensCrafters, one of the largest optical retail brands in North America, has announced that beginning next Tuesday (Sept. 7) it will launch a new “See Clearly, Drive Safely “ campaign, a 360-degree marketing initiative that highlights the importance of having a personalized vision solution for driving. The campaign is scheduled to run from Sept. 7 through Oct. 3, and it will support EssilorLuxottica’s partnership with FIA to raise awareness of the importance of good vision for all drivers to keep themselves and others safe, according to a LensCrafters announcement.

LensCrafters is part of the Luxottica Retail group, which is a unit of EssilorLuxottica.
 
In addition to highlighting the importance of having a personalized vision solution for driving, the objective of the new campaign is to encourage eye exams and to promote the wide range of EssilorLuxottica vision solutions to correct, protect and enhance consumers’ vision, as well as well as fit with everyone’s lifestyles, the announcement noted. Research has shown that 30 percent of riders and drivers do not see well, and inadequate light management on the road, day and night, remains a pain point for the majority of drivers.

The campaign also supports the EssilorLuxottica partnership with the International Federation of Automobiles (FIA) to raise awareness of the importance of regular eye checks for all road users and, more broadly, to promote good vision for safer roads, as VMAIL reported in July.  

“Our new See Clearly, Dive Safely marketing campaign is really a call to action to support the link between vision and road safety," LensCrafters general manager Alfonso Cerullo said. "This is an opportunity for the brand to provide a true educational moment for our customers, leveraging EssilorLuxottica’s partnership with FIA for the current 'Action for good vision on the road' campaign.
 
"Our goal is to complement this initiative by further raising awareness around the importance of vision care for safer roads and driving with the appropriate vision solution. We know from the statistics that uncorrected vision while driving continues to jeopardize the lives of drivers and others around them. In spotlighting LensCrafters’ vision care and vision solutions, we hope to make an impact to prevent the many unnecessary driving accidents we see today and keep people safe."
 
LensCrafters offers a wide range of vision solutions for every customer’s need while driving, from eyeglasses to prescription sunglasses and contact lenses. Additionally, LensCrafters’ vision solutions include options for those who wear single vision or multifocal lenses, or require Transitions, anti-reflective, Blue-IQ and/or polarized lenses.
 
The supporting images and assets created for the campaign will communicate a call to action, with ideas such as check your vision regularly, protect your eyes from glare, and wear your glasses while driving. The media include a homepage elevated banner, social media, CRM (direct mail and dedicated emails), in-store signage, digital windows and shopping mall visibility. There also will be LensCrafters' eye doctor support and influencer activation, among other tactics.