Rachel Hill-Campbell,RO Wins Transitions Canadian ECP Of The Year

Ontario Optician Rachel Hill-Campbell has become the first Canadian Optician to win the Transitions Optical Eye Care Professional Of The Year Award. Rachel was awarded the prestigious award at the  Transitions Academy Awards held during Transitions Academy 2013 at the Rosen Shingles Resort in Orlando, Florida on January 29. Rachel is the Secretary-Treasurer of the Ontario Opticians Association. The Board of Directors of the OOA congratulate Rachel on her accomplishment. Rachel Hill-Campbell is truly a role model for Opticians. Way to go Rachel! Read the full press release below to learn about Rachel’s passion for Opticianry.

Rachel ECP award
Rachel Hill-Campbell accepts Transitions Eye Care Professional Of The Year Award as Maryam Rahimi, Paul Faibish and Christine Underhill look on

Read the full press release


For Imediate Release

Courtney Myers                                     Mary O’Hara

Havas PR                                             Transitions Optical

412 456 4707 tel                                    800 533 2081 tel 7431 ext

courtney.myers@havasww.com             mohara@transitions.com


Transitions Optical Names Rachel Hill-Campbell Eyecare Professional of the Year



ORLANDO, Fla., Jan. 31, 2013 – Transitions Optical, Inc. has honored Rachel Hill-Campbell – owner and optician at Personal Optical in St. Catharines, Ontario – with the 2012 Transitions Eyecare Professional of the Year award. Hill-Campbell was recognized for her outstanding efforts to promote eye health and the benefits of Transitions® lenses in front of more than 1,100 optical professionals from North and South America during the 17th annual Transitions Academy in Orlando, Fla.


Founded in 2004 by Hill-Campbell, Personal Optical first started as a mobile eyewear business, servicing senior homes and children who were too young or afraid to visit their doctor’s office. While Hill-Campbell continues her mobile outreach, Personal Optical now has a home base in St. Catharines, and she works alongside a team of optometrists with an office next door.


“Rachel greatly believes in her profession. She has a flair and strong ability to use grassroots techniques to build trust with everyone in her community,” said Christine Underhill, business manager, Transitions Optical, Canada. “She continually challenges herself to inspire everyone around her to think about what they can do to improve their vision and how Transitions lenses can help.”


A long-time advocate for the Transitions® brand, Hill-Campbell incorporates Transitions lenses where ever possible when educating her patients about their options in eyewear. Instead of focusing on pricing, she uses a “good, better, best” strategy to emphasize to patients that Transitions lenses with an AR coating is the best everyday option. To reinforce the benefits, she shares educational materials and demonstrates how the photochromic technology works by using the Transitions UV demo unit or by walking patients outside for a real-life situation demo. Because she personally wears Transitions lenses, she says it’s easy to make a confident recommendation and appeal to patients.


“I hope to never hear my patients say that I neglected to tell them about a product or solution that could enhance their vision,” said Hill-Campbell. “I educate, educate and educate so that my patients are aware of all of their options – and then I let them decide what recommendation they want. I always keep Transitions lens brochures handy so that my patients can review them with me or take them home if they need more time to think about what we’ve discussed that day.”


Making Each Visit as Personal as Possible


To fully understand her patients’ needs, Hill-Campbell spends time outside of the office trying different hobbies so that she is able give recommendations based on her own experiences. For instance, because many of her patients play golf, she took up the game to understand what is needed to play well out on the course. She often positions Transitions lenses as an ideal eyewear solution for golfers, because of the varying lighting conditions that golfers face.


“I want to understand my patients’ activities and hobbies so that I am able to make their everyday lives better through vision,” added Hill-Campbell. “As I continue to learn, I am finding that Transitions lenses can be a positive addition to anyone’s life.”


In 2012, Hill-Campbell also invested in growing her social media presence on Facebook to further connect with patients outside of the office. She posts about interesting eye health articles, lenses and frames that are available, and photos of her spending time in the community.


Pursuing her Passion for Kids’ Vision

While a majority of her patient-base tends to be over the age of 40, Hill-Campbell actively reaches out to pediatricians in her community to offer her services and provide packages filled with educational brochures and activity booklets from Transitions Optical’s consumer-friendly Eye Didn’t Know That! program. To further raise awareness among families, she speaks with Early Childhood Educators, Midwives and Prenatal groups about children’s vision.


Hill-Campbell was also recognized for her efforts to visit local 5th grade classrooms to give presentations about vision, since their curriculum covers the eyes, ears and throat. She always makes it a point to address any bullying issues related to wearing glasses and will talk about the “magical” technology behind Transitions lenses.


Community Commitment

To support Hill-Campbell in continuing her healthy sight efforts in 2013, Transitions Optical will provide her with a $1,000 grant through the Transitions Healthy Sight for Life™ Fund. Hill-Campbell will also receive additional prizes, including staff rewards, permission to use the Transitions Eyecare Professional of the Year logo on internal and external communications; professional marketing/public relations support; and a grand-prize trip to Transitions Optical headquarters in Tampa, Fla., for a comprehensive plant tour.


Additional finalists for the 2012 Transitions Eyecare Professional of the Year award included Diana Monea, O.D. from The Eye Health Centres – in Calgary, AB and Regina, SK and Marie Trudel from Ma Vue Marie Trudel Opticienne – in Quebec. During Transitions Academy, Lunetterie New Look Eyewear was also named the 2012 Transitions Retailer of the Year for Canada.


About the Transitions Healthy Sight Awards Program

Now in its fifth year, the Transitions Healthy Sight Awards program recognizes and rewards independent eyecare professionals who demonstrate excellence in supporting the Transitions® lens brand and actively promote healthy sight within their practices and the community.


To be eligible for the Transitions Eyecare Professional of the Year award, eyecare professionals must be part of an independent practice with no more than 10 locations and have at least a 15 percent share of Transitions lenses. Nominees are evaluated on their commitment to photochromic growth; alignment to Transitions Optical and participation in programs and promotions; marketing initiatives; education and training efforts; and community involvement. Eyecare professionals can self-nominate, or can be nominated by a laboratory, lens manufacturer or Transitions Optical representative.


Additional information is available online at www.Transitions.com/HSAP, or by calling Transitions Optical customer service (877) 254-2590 ext. 2202.





Since Transitions Optical, headquartered in Pinellas Park, Fla., was founded more than 20 years ago, the company has been driven by an innovative spirit and a commitment to partnership. As the leading provider of photochromics to optical manufacturers, Transitions Optical offers state-of-the-art light management technology in virtually every major lens design and material encompassing a family of everyday adaptive lenses and performance sun lenses.


Everyday lens options include Transitions® lenses, which provide the optimal balance between outdoor darkness and indoor clarity; Transitions® XTRActive® lenses which provide superior darkness outdoors; and the revolutionary Transitions® Vantage™ lenses, the first and only photochromic lenses to darken and polarize outdoors


Transitions Optical’s performance sunwear line includes a range of products customized in partnership with other best-in-class brands. Understanding that the right equipment can provide an advantage, the products are all designed to improve depth perception, clarify colour and increase contrast for specific outdoor activities.


Transitions Optical is dedicated to promoting healthy sight worldwide and to supporting its partners and optical professionals with tools, programs and resources to aid in their individual efforts and help strengthen industry growth. For more information, visit Transitions.com/CanadaProfessional, or contact Transitions Optical Customer Service at (800) 848-1506 (United States) or (877) 254-2590 (Canada).


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Transitions Optical, Inc. has named Rachel Hill-Campbell – owner and optician at Personal Optical in St. Catharines, Ontario – the 2012 “Eyecare Professional of the Year” as part of its Healthy Sight Awards program.


NOTE: For high resolution images or an interview with the winner, please contact Christina Wetzel at 412-456-4301 or christina.wetzel@havasww.com.







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