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SMS Technology Places Eye Health Educational Information at Hispanics' Fingertips
Date:5/18/2009

PINELLAS PARK, Fla., May 18 /PRNewswire/ -- Transitions Optical, Inc. today announced that Hispanics will have the opportunity to receive immediate and relevant information about eye health issues through SMS text messaging on their cell phones. Cell phone users will have the option to subscribe to receive valuable advice and alerts about healthy sight, to help them effectively protect their eyes to see better today and in the future. The healthy sight messages will be sent to Hispanics along with text message alerts about Major League Soccer (MLS), a sport that captures the interest of the Hispanic population and thus helps Transitions bring its educational message to a captive audience.

"We want to take advantage of the power of instant and targeted communications offered by text messaging technology to highlight the important issues related to preserving healthy sight for Hispanics," said Martha Rivera, multicultural marketing manager, Transitions Optical. "We have chosen to pair the healthy sight text messages with engaging soccer alerts in order to maximize the number of people who subscribe to receive these alerts and thus reach the largest possible number of mobile phone users," said Rivera.

Eye health is an issue that impacts the entire Hispanic community. You only have one pair of eyes, and your eyes must last for a lifetime. What you do today is important in helping you see your best -- everyday in all light conditions -- and in helping to preserve long-term eye health and wellness that is vital to your precious sight.

People who subscribe to Transitions' SMS text messages will receive information about proper eyecare and eyewear, such as Transitions(R) lenses, which automatically darken as light conditions change, providing visual comfort and enhancing visual quality. The SMS text messages will also provide tips to preserve lifelong healthy sight and will include an option, starting in June, to help users locate a nearby eyecare professional.

The MLS text message alerts will highlight results from the World Cup qualifying games, results from MLS games, and news about prominent professional soccer players.

To subscribe to the automatic SMS text messaging, visit www.transitions.com and click on the soccer ball at the top right corner of the homepage.

About Transitions Optical, Inc

Transitions Optical is a joint venture of PPG Industries, Inc. and Essilor International. The first to successfully commercialize a plastic photochromic lens in 1990, today the company is a leading provider of photochromics to optical manufacturers worldwide. Transitions Optical offers the most advanced photochromic technology in the widest selection of lens designs, materials and brand names.

Transitions(R) lenses are the ideal everyday choice for healthy sight. They are clear indoors and at night. Outdoors, they automatically darken as light conditions change. Transitions lenses provide visual comfort, and enhance visual quality by reducing glare and enhancing contrast, helping you to see better today. Transitions lenses block 100 percent of harmful UVA and UVB rays -- helping to protect the health and wellness of your eyes -- so you can see better tomorrow as well.

For more information about the company and Transitions lenses, the first to earn the American Optometric Association's Seal of Acceptance for Ultraviolet Absorbers/Blockers, visit Transitions.com or contact Transitions Optical Customer Service at (800) 848-1506 (United States) or (877) 254-2590 (Canada).


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SOURCE Transitions Optical, Inc.
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