'The eyes have it': Specsavers pushes early tests for kids

Specsavers is aiming to raise awareness among parents and carers about the importance of early eye tests for kids, in a new multi-channel campaign shot from a child’s perspective.

At the heart of “The Wonder of Children Seeing” activity, lies a powerful statistic: around 1 in 5 children under 10 have an undiagnosed sight condition that could be managed or corrected. Yet, Specsavers research reveals that eye tests still sit low on the parental priority list, not even making the top ten when it comes to health concerns.

Even so, Specsavers insists it doesn’t want to add pressure or guilt to parents. Instead, the creative strategy takes a positive approach, celebrating the awe with which children see the world.

For kids, wonder is everywhere, not just limited to the seven wonders. By pairing this with the striking statistic, the campaign encourages parents to consider how undiagnosed sight problems could dim that sense of wonder.

The production featured over 20 children, including glasses wearers and one child using an eye patch to treat amblyopia (also known as ‘lazy eye’).

It captures the pure delight of children seeing everyday wonders such as a snail, ants, mouldy lemons, giant bubbles, soaring cranes and even a face in a cheese grater, set to OMC track How Bizarre.

It will launch across cinema, YouTube, VOD, radio and social, with further PR and social activity planned from August and was developed in partnership with MG OMD, Golin, Tangerine and Somesuch.

Specsavers director of marketing Victoria Clarke said: “It’s easy to overlook how much a child’s vision shapes how they experience the world especially when they might not even realise something’s wrong. ‘The Wonder of Children Seeing’ is about helping families see the magic their children see, and understand that with a simple, NHS-funded eye test, we can help make sure they don’t miss a thing.”

TOPICS:advertising data-driven marketing digital marketing Specsavers