PRWeek has recognized Transitions Optical, Inc. and its trade public relations agency, Euro RSCG Worldwide PR, with the 2012 Multicultural Marketing Campaign of the Year award. The national award was presented during the 2012 PRWeek Awards event, held on March 1 in New York City. The PRWeek awards are the highest accolade in the public relations industry, given each year to the best corporate, nonprofit, agency and education teams and the work they produce.


Transitions Optical’s multicultural outreach began in 2006 with a focus on the Hispanic demographic, which made up the largest and fastest-growing population segment at the time, and has since expanded to include other growing ethnic populations – including African Americans and Asian Americans. The goal of the program, now branded Transitions Cultural Connections™, is to support eyecare professionals in meeting the eye health and communication needs of their culturally diverse patients, and to help raise awareness among culturally diverse groups about the need for healthy sight. Guided by its Diversity Advisory Board, Transitions Optical offers eyecare professionals a wide range of complimentary professional and patient education resources, and educates consumers directly through advertising, media outreach and community events – driving them to their eyecare professional to learn about their eye health risks and the benefits of sight-enhancing eyewear options, like Transitions® lenses.

“It’s been rewarding to watch the optical industry get behind the need for increased eye health education among these culturally diverse groups and to help eyecare professionals make stronger connections with their patients,” said Manuel Solis, multicultural marketing manager, Transitions Optical. “We are very proud to win this award and are honored to be recognized among other organizations who are successfully bringing attention to multicultural education in different areas.”

For additional information about the multicultural education and resources available from Transitions Optical, contact Transitions Optical Customer Service at (800) 848-1506, email or visit

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