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The article focuses on a PR campaign launched by the British Contact Lens Association regarding the misuse of plano lenses. According to the association, misuse of plano lenses can lead to serious eye problems. The initiative was launched to highlight to consumers that these contact lenses should only be sold by or under the supervision of an optometrist, dispensing optician or medical practitioner.

The author reflects on the role of public relation (PR) in the lack of knowledge on optical issues among the general public in Great Britain. He attributes the failure to disperse generic optical messages to lack of funding, will and skillful PR. According to him, a news published in "Optician" about a research into over-sized sunglasses and driving was a great example of what sells newspapers and how to package an optical message.

The article reports on the calls received by the dedicated marketing support group Independent Marketing Partnership concerning its promotional offer to independent practitioners in Great Britain. Under the offer, independents can obtain six months free membership entitling them to public relations help as part of a £100,000 marketing support initiative sponsored by Bausch & Lomb and the Norville Group, if they sign up by November 30, 2005.