UAE, Dubai, May 5, 2013 – Studies show that across the Middle East, 54% of people require some form of vision correction, which can be addressed by the use of glasses or contact lenses*. Research also shows that people in the region have been slow to adopt contact lenses due to a number of questions they have about contact lenses on which they need further information. ACUVUE® Brand Contact Lenses, the region's leading brand of corrective soft contact lenses, is launching a new advertising campaign to answer these questions and reassure people that contact lenses are not only healthy and comfortable, but also the key to unlocking the potential of young teens to play sports, wear the latest fashions and generally navigate the tricky waters of being a teenager.
“Contact lenses provide benefits to young teens beyond simply correcting their vision, but also by significantly improving how they feel about their physical appearance, acceptance among friends, and the ability to play sports.” says Dr. Razmig Knajian, a leading eye care professional and spokesman for ACUVUE® Brand Contact Lenses. “So there is really no need to be worried about wearing them. With proper instructions and care, almost everyone is able to adapt very quickly to wearing contact lenses.”
The ACUVUE® Brand's new campaign strongly encourages patients to visit an Eye Care Professional for advice on contact lenses as well as to get the assistance they need on how to properly handle and care for their contact lenses. The campaign will be seen on TV, in optical stores, online and on billboards in key markets, leading patients to the information they need to ensure a positive experience. ACUVUE® has also developed the necessary tools to help parents understand the benefits of offering contact lenses to their teens for the first time and how this will boost their confidence and help them to reach their full potential during any sports activities. The campaign also invites patients to visit www.acuvuearabia.com to download a free trial voucher to be redeemed at any of the mentioned participating optical stores and the chance to win 1 year's free1 supply of ACUVUE® Brand Contact Lenses. With this campaign ACUVUE® hopes to answer the lingering questions teens still have about contact lenses. Visiting
the ACUVUE® website will give patients all the information they need to put their mind at ease about trying and wearing contact lenses.
ACUVUE® has also been actively visiting Universities and High Schools in the United Arab Emirates and Kingdom Of Saudi Arabia to provide students with vision checks and complimentary ACUVUE® Contact Lens fitting trials . During these activities students are offered all the support and reassurance they need from the Eye Care Professionals available at these activities. They are advised on how to handle and take care of their contact lenses, to help overcome any doubts or concerns they may have about how easy contact lenses are to wear.
*Middle East Incidence study 2013
1Professional exam and contact lens fitting fee may apply.