Brief
Brief
More than half of Poles do not have their eyes tested. Few people know how serious a social problem this is.
Ignorance in this area leads to serious diseases and even blindness. On the occasion of World Sight Day, Vision Express decided to take up the challenge and initiate a debate on this socially and health-important topic.
Solutions
To generate interest and overcome huge awareness barriers, we decided to ‘degrade’ one of the Vision Express salons.
Using a special film, we made absolutely all printed material in the showroom blurry – including the price tags on individual glasses. In this way, we drew attention to vision problems and the need for research. The ‘Blurred Salon’ campaign took place in one salon in Warsaw. We used video, TV content in the form of coverage and placement of the topic on breakfast TV, and social media. Despite its small scale, the campaign reached an audience of more than 10million. In addition, on that day everyone could have their eyes tested free of charge in Vision Express stores throughout Poland.