NCNW with Transitions Increase Eye Education Efforts

As eye disease increases rapidly among older Americans, the National Council of Negro Women (NCNW) and Transitions Optical, Inc. have increased their efforts to promote routine eye exams to at-risk African Americans. With support from the Transitions Cultural Connections program, NCNW sections across the country have been providing eye health education as part of their ongoing, strategic community outreach efforts. Complementing these efforts, the NCNW's West Coast Black Family Reunion Celebration – held yesterday along West 54 Street in Los Angeles – served as this year's premier forum. At the LA event, Transition provided free vision screenings, and attendees received copies of a What to Expect: African-American Eyes brochure and additional information about the importance of taking preventive steps. Research from Transitions Optical has shown that just four out of 10 African Americans schedule annual eye exams. Additionally, African Americans are the most likely to do nothing to protect their eyes from the sun, which has been linked to diseases such as cataract and diabetic retinopathy – both of which are more prevalent among African Americans. Read more.

Transitions PR Campaign for Eye Health of Minorities Wins Award

Transitions Optical's "Meeting the Eye Health Needs of Culturally Diverse Groups" program won PRWeek Award for multicultural marketing campaign of the year. The company that created the campaign for Transitions was Euro RSCG Worldwide, and it has worked with Transitions Optical on multicultural outreach since 2006. The first initiative focused on the eye health needs of Latinos, then African Americans and Asian Americans. The initiative educates groups about their unique eye-health risks—and helps eyecare professionals do the same (and reinforces Transitions Optical's leadership in this cause). Read more.