Optical chain Vision Express is offering activities and incentives to families having their eyes tested including colouring-in sheets and stickers for kids and free tests for parents.
The move is part of the company's Kids Zones launch across the country. As part of the activity, Vision Express staff will also receive refresher courses on how to dispense glasses to children.
The launch will be supported by a national PR campaign, presenting research that found parents' lack of awareness of general eye health was the main barrier for getting children's eyes tested regularly.
Sally Polak, head of brand marketing at Vision Express, said: 'Our recent research with parents reveals a knowledge gap as to the health issues a routine eye test can detect. Three in 10 parents are unaware it's possible to identify the signs and symptoms of illnesses such as retinoblastoma.
Register now to continue reading
Thank you for visiting Optician Online. Register now to access up to 10 news and opinion articles a month.
Register
Already have an account? Sign in here
