ROCHESTER, N.Y.—Bausch & Lomb is kicking off a new multi-faceted marketing program aimed at raising consumer awareness of presbyopia and multi-focal contact lenses.

The campaign includes a new TV commercial for B&L’s Multi-Focal CL that began running March 14. The TV spot will be backed by an online awareness-building effort on a number of consumer Web sites. All advertising will run throughout this year.

At a new B&L Web site, www.goodbyereaders.com, consumers can find information about presbyopia, locate an eyecare professional in their area and watch an online demonstration showing how the B&L Multi-Focal CL works. Consumers can also download a free trial certificate for the contact lens.