Our eyes are not made to meet the challenges of today's digital world. The short reading distance of smartphones and similar devices and the frequent changes of view from looking at a distance to looking at our digital devices demand high performance from our eyes. This can result in headaches, tired eyes, or even a stiff neck - all symptoms of digital visual stress. And this is precisely what the ZEISS Digital Campaign focuses on. Using an eye-stress test, end users are able to determine the level of their digital visual stress and then they can use an optician search engine built into the app to find their nearest ZEISS optometrists.

This, or ZEISS’s most recent campaign, which appeared under the title "The most important smartphone accessory is sitting on your nose", has kept the supplier of precision lenses a topic of daily conversation. "The new smartphone accessories put an end to digital visual stress: By specifically setting the relief of your eyes as the goal, ZEISS digital lenses support you perfectly in your digital lifestyle, so that not only your eyes stay fresh, productive, and focused the whole day."

These promotional efforts are flanked by WebKits for opticians that include everything from an online vision check to visual animation. In addition, however, there is also a need for support by means of consulting concepts, complemented by education and training through the ZEISS Vision Care Academy. Dirk Kubitschek will explain this phased approach at the LEARNTEC Congress.