RAY-BAN ROLLS OUT #ITTAKESCOURAGE Shot in L.A. by photographer Mark Seliger, this new campaign focuses on the bravery it takes to be yourself and fight against society and its stereotypes, which has always been Ray-Ban’s DNA. There are eight vignettes that include “Open Your Heart,” “Face Critics,” “Start New” and “Unplug.” The #ittakescourage campaign lives on social media and Ray-Ban’s website, where users will be inspired and encouraged to be courageous. Luxottica, 800.422.2020, ray-ban.com, #4152.
READING AND SEEING IS FUNDAMENTAL In conjunction with last month’s Read Across America program sponsored by the National Education Association, VSP Vision Care and its charity partner, Reading Is Fundamental (RIF), provided eye exams and glasses to approximately 3,000 students in the Richland School District in South Carolina. In 2015, VSP launched the #EyeGiveBack program to help children in need. For every VSP Direct individual vision insurance plan purchased through #EyeGiveBack, VSP will donate a gift certificate that provides access to a no-cost eye exam and glasses, up to a retail value of $1 million. VSP Vision Care, 800.877.7195, vsp.com.
SMITH GETS WITH THE RX PROGRAM Safilo USA’s Smith brand last month launched Rx services for its Clear and ChromaPop lenses. Smith Clear Rx lenses are made with Trivex material and offer front and back colorless AR and hydro/oleophobic coating, while ChromaPop filters both 480 and 580 light wavelengths that allow the wearer to see true color and clarity faster. ECPs will enjoy a single online portal and billing account for a simple, all-inclusive program. 800.631.1188, safilo.com, #3548.
THERAPY ON TWO WHEELS Liberty Sport once again is the Official Eyewear Sponsor of the Veterans Charity Ride to Sturgis (VCR), which starts on July 30 in Los Angeles and ends nine days later in Sturgis, SD. There will be a scheduled stop in Denver, CO, for a special event in one of Liberty Sport’s headquarters. Each participant will be outfitted with plano or Rx eyewear from the Switch or Rider collections. 800.444.5010, liberty-sport.com, #4420.
VIVE LE VUARNET Exuding authenticity, optimism and elegance, iconic French actor Vincent Cassel is the new face of Vuarnet. Known the world over for its timeless, sport-elegant sunglasses and mineral lenses offering protection, precision and durability, Vuarnet is reintroducing its brand to the U.S. market this month. Cassel, best known in the U.S. for his roles in Steven Soderbergh’s Ocean’s Twelve and Ocean’s Thirteen as well as in Darren Aronofsky’s Black Swan, will appear in the latest Bourne sequel scheduled for release this summer. 914.495.3701, vuarnet.com, #G5946.
EYEROCK 2016! This year’s concert will take place on Sat., April 16 from 8:30pm to 12:30am at the Hard Rock Café Times Square, 1501 Broadway, at 43rd St in New York City and will benefit New Eyes for the Needy. new-eyes.org/eyerock-2016.