Bausch & Lomb launched a novel and invigorating online campaign “Eyepiece” to promote the importance of maintaining good eye health and aid compliance. Their website (http://www.thinkeyegiene.com) features a multilingual virtual optician. Patients can further enhance their knowledge by playing ‘Defeat the Enemy,’ a game modelled after the Space Invaders, where users combat the virtual bacteria using multipurpose ReNu solution. To optimize eye care whilst travelling, “On-The-Go-Flight-Pack” was also introduced. Such programmers help publicize good lens care to a wider audience