THE URBAN EYE TEST

TitleTHE URBAN EYE TEST
BrandOCO OPTOMETRISTS
Category F04. Social Behaviour & Cultural Insight
Product/ServiceOCO OPTOMETRISTS
Entrant McCANN HEALTH London, UNITED KINGDOM
Idea Creation McCANN HEALTH London, UNITED KINGDOM
Credits
Name Company Position
Adrian Parr McCann Health London Executive Creative Director
Guy Swimer McCann Health London Creative Director
Steve Woodliffe McCann Health Design Director

Cultural / Context information for the jury

1 in 4 UK adults haven’t been for an eye test in the last 2 years, and 5 million are unsure when they last had one at all. Eye health is important, but in reality people don’t do enough about it. We wanted to change this and disrupt the audience to take action. During Oct 2018, twelve trackable floor panels were placed on streets and sidewalks around Central London. Each panel set an individual challenge e.g. ‘Can you tell the exact time on the church clock from here?’ ‘Can you read the words on the pillar?’ ‘Which year was the pub built?’ Each site was assessed by an optometrist, and ia unique QR code tagged to each location enabled people to book an eye test via their smartphone. We placed the floor panels in high footfall locations and tailored the 'challenge' on each panel with something locally relevant.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

84% of UK adults say they value their eyesight above all their other senses, and over half of UK adults view say eye tests are ‘Very Important’ to them. 1 in 4 people in the UK haven’t been for an eye test in the last 2 years, and 5 million are unsure when they last had one at all. The reality is that we believe eye health is important to us, but too often ‘soldier on’ and don’t do anything about it. But in reality, we test our eyes every day: When we’re standing at bus stops, train station platforms, lookout points or tourist attractions. We ask ourselves, or others: “Can you read that from here?” The Urban Eye Test harnessed this opportunity to disrupt an unengaged audience to take action, and book an take eye test at the very time they we thinking about their eyesight.