Bausch + Lomb: BE IN THE KNOW              

Making the invisible visible.

Contact lenses are disposed of daily  and their environmental impact is largely unseen.
When improperly discarded, lenses contribute to microplastic pollution in waterways and
ecosystems.

The challenge wasn’t awareness.
It was relevance.

Gen Z values sustainability, but only when participation feels authentic, accessible, and culturally aligned. Optometrists needed a program that was simple to support and credible
within practice settings.

The opportunity was to turn recycling into a visible, shared action not a passive message.

Strategy rooted in curiosity.

We led with a call to action designed to invite participation, not instruction: Contact Curious. The strategy reframed sustainability as something to explore and own. For Gen Z, it created a sense of discovery and identity. For optometrists, it positioned recycling as a natural extension of patient care and community leadership. A bold, modern visual system set the tone allowing the message to feel current, confident, and culturally relevant.

Energy that turned interest into action.

Original photography and a social-first aesthetic drove engagement across platforms and into the real world. Transit shelter placements extended the message beyond screens, embedding the program into everyday environments.

The work balanced style with clarity ensuring the action was obvious, the barrier to entry was low, and participation felt rewarding.

Momentum reinforced by response.

Engagement, participation, and continued program growth confirmed resonance. Gen Z audiences responded to the tone and authenticity, while optometrists embraced the program as an easy, meaningful way to support sustainability.

Listening validated the approach: when purpose is expressed through culture, action follows.

From participation to measurable impact.

The program evolved through sustained visibility and consistent messaging reinforcing ease, impact, and relevance.

With over 5 million contact lenses recycled, the initiative delivered tangible environmental benefit keeping microplastics out of waterways while strengthening trust and brand connection across audiences.