Specsavers and RNIB have launched their new marketing initiative to encourage more people to prioritise eye health.

The campaign is to continue throughout National Eye Health Week, which takes place on September 24-30. During this time, an advert called ‘Don’t lose the picture’ will be shown on television and billboards, which features a blank space where a picture would normally have been seen. This has been influenced by recent RNIB research, which found that 50% of sight loss is avoidable.

Doug Perkins, Specsavers’ founder, said: ‘Yet more needs to be done to make eye health a priority in the UK – which is why for the third year in a row we are in partnership with RNIB in the biggest yet eye health awareness campaign in National Eye Health Week.’

Sarah Marquis, marketing category owner of health and expertise at Specsavers, said: ‘We hope to drive home how much people would miss their sight if it was gone, and remind them of the importance of a regular eye test.’