Specsavers and the Royal National Institute of Blind People (RNIB) have this week launched a campaign based on the media to raise awareness of the importance of eye health.
By interacting with a variety of daily cultural movements, such as news headlines and television programmes, the ‘More Important Than’ campaign has asked the public to consider what aspects of their daily life they value over their eyesight. In one example (pictured), the campaign questioned whether the announcement of the new iPhone release was more important than booking an eye test.
As well as highlighting the importance of eye health, Specsavers and the RNIB hoped the campaign will encourage people to visit practices more regularly to get their sight checked in a move to prevent avoidable sight loss.
‘Our aim is to align this single key campaign message to many examples of dynamic and contextually relevant content served to consumers, in many cases, in real-time,’ said Sarah Marquis of Specsavers.
‘We are really looking forward to seeing what is created across the two weeks, but more importantly we want get everyone in the UK thinking more about their eye health,’ she added.
The imaginative campaign will run for two weeks, ending at the close of National Eye Health Week on September 24.