Established by leading eye research charity, Fight for Sight, the initiative aims to raise funds for research into preventing sight loss and the treatment of eye disease.
Vision Direct has selected Fight for Sight as its first official charity partner and has pledged to donate £3 to the charity for every customer who takes part in the #BlinkWinkThink challenge from Monday (23 February) until the end of March.
The campaign urges people to take a selfie-style photo with one eye on show and the other cleverly disguised, covered or winking. People are asked to upload their pictures via Instagram, Facebook and Twitter while nominating a further three people to take on the #BlinkWinkThink challenge.
For every customer who takes part (including @Visiondirect_UK and the hashtag #BlinkWinkThink to their post), Vision Direct will match the donation, up to the value of £2,000. The selfies will feature on the company’s ‘wall of thanks,’ and all those who take part will have the chance to win a Kindle Fire HDX and a £50 Amazon voucher. Two runners up will also receive £50 Amazon voucher each.
Director of fundraising at Fight for Sight, Catherine Woodhead, said: “We have been overwhelmed by the response to the #BlinkWinkThink campaign. We are delighted to have the support of Vision Direct to help raise the importance of eye research.
“The money raised via the campaign will help to support pioneering eye research with the aim of creating a future that one day everyone can see.”
Director of marketing at Vision Direct, Ashley Mealor, added: “Vision Direct is thrilled to have Fight for Sight as our official charity partner. We feel that raising vital funds for pioneering eye research in the UK is essential.
“Fight for Sight does important work that we are proud to support. We hope that #BlinkWinkThink will be the first of many opportunities for us to work together.”
Click here for more information on Vision Direct's pledge, as well as its terms and conditions.