Vision Express’ Eye Tests Saves Lives campaign scoops top prize

Vision Express’ Eye Tests Save Lives initiative has won Best Transport or Automotive Campaign at the CIPR Pride Awards.

The Chartered Institute of Public Relations (CIPR) Midlands Awards celebrated the success of Vision Express’ campaign, which started in 2015 to raise awareness of eye health.

Vision Express CEO Jonathan Lawson said: ‘Five million drivers (14%) acknowledge driving with less than perfect vision and road crashes caused by poor driver vision are estimated to cause 2,900 casualties and cost £33 million in the UK per year. With these statistics in mind, we wanted to launch a campaign targeted at motorists, including those who drive professionally, to encourage them to take their eye health seriously. We have been overwhelmed by the positive impact of the campaign.’