Omar Hassan: Serious about vision

Vision. Taken Seriously. This is the curiously-punctuated message from Vision Express and its staff as optics attempts to move into an era of improved public eye health and vision correction.

As head of professional services, Omar Hassan is tasked with maintaining the professional skills of thousands of registrants working in VE practices, who will be delivering the new mantra from the shop floor.

The campaign commenced in February this year, with a series of print and TV adverts using the tagline ‘Vision. Taken Seriously’ featuring and the life-saving referral of a five-year old patient used to stir the emotions. Not intended to scaremonger, the advertisements hone in on the visioncare aspects of booking an eye examination as a departure from offers- and humour-based marketing more commonplace among optical retailers.