Bausch + Lomb ONE by ONE
Contact lenses may be small but the impact they have on our environment after they’re discarded is sizeable. In the US alone, the amount of contact lens waste generated annually could circle the Earth three times over. Additionally and unbeknownst to most consumers, the small size of the lenses and their packaging prevent them from being recycled through standard streams. They are often filtered out and discarded in landfills.
To address these growing concerns of daily disposable contact lens wearers, Bausch + Lomb and TerraCycle partnered up to launch the ONE by ONE Recycling Program—the only contact lens recycling program in the United States. Bausch + Lomb was able to quickly reach their consumer and professional target audiences by aligning the multichannel launch with the existing “Improve Your View” campaign for Biotrue ONEday, the company’s most widely distributed daily disposable contact lens. The campaign translated seamlessly between the professional and consumer audiences and had immediate stopping power since this style of photography had never been used before in the eye care space.