Exciting, vibrant practices employing innovative ideas that enthuse and engage patients in contact lens wear are the focus of this award. Our panel of judges will be looking for evidence of the strategies involved in promoting contact lens wear to a wide range of patients. The panel will want to see how lens selection is made to maximise comfort and vision, strategies for reducing dropouts should also be explained. This award is looking for new approaches, new talent and, potentially, younger practices who are growing their contact lenses from a modest base. The winner may be operating in the independent or corporate sector.