(PRESS RELEASE) NEW YORK — The Public Relations Society of America has named the Contact Lens Institute’s See Tomorrow initiative as the year’s best business-to-business content marketing program, presenting it with a 2025 Silver Anvil Award. An earlier iteration of the campaign, which uses custom consumer behaviors and beliefs research to help grow the contact lens market, received the same nod in 2024.
Developed in conjunction with McDougall Communications, the honored work focused on how to attract prospective patients to the category and how to increase retention rates through a series of publications, eye care industry events, and media outreach. Other 2025 Anvil finalists included Coca-Cola, Eli Lilly, Butterball, Crayola, Genentech, McDonald’s, NASA, the Peace Corps, St. Jude Children’s Research Hospital, and State Farm. All were celebrated during a gala awards dinner in Manhattan on May 15.
Since its founding in 2011, McDougall Communications has received an additional 18 Anvil honors for multiple clients, industries, and program types, including integrated communications, crisis communications, special events and observances, research, and digital platform innovation. One of the firm’s specialties is ocular health and science, having partnered with more than 20 prominent ophthalmic manufacturers, industry associations, advocacy groups, laboratories, and universities.
Since 1944, the Silver Anvil Awards have been given to organizations that successfully address challenging issues with exemplary professional skill, creativity, and resourcefulness. They represent the benchmark of exceptional performance, with a stringent peer judging process and candidates from around the world.
McDougall Communications (mcdougallpr.com) assists clients across the Americas, Europe and Asia-Pacific to meet their business objectives through a range of communications services, including strategic planning, media and influencer relations, reputation and crisis counsel, and social media management. A partner in the Worldcom Public Relations Group, it is the most senior standalone public relations and reputation management firm in Upstate New York and its work regularly shapes global communications advancements.
The Contact Lens Institute advances the latest innovations in safe and effective contact lens and lens care products and services that provide unique benefits to patients while satisfying the evolving needs of eye care professionals. CLI undertakes activities that properly assess, enhance, promote, and balance contact lens and lens care industry welfare and growth, including the safe use of products in the marketplace. Its members include Alcon, Bausch + Lomb, CooperVision, and Johnson & Johnson Vision. For more information, visit contactlensinstitute.org.
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