Specsavers has launched a multi-channel campaign to raise awareness of the importance of eye health in partnership with the Royal National Institute of Blind People (RNIB).
The More Important Than campaign is running in support of National Eye Health Week (18–24 September), and will see the multiple respond live to a variety of daily cultural events with online and print advertising.
Specsavers’ message will compare having a sight test to everyday news, such as the launch of the new iPhone, or a football manager being sacked.
Marketing category owner of health and expertise at Specsavers, Sarah Marquis, said: "Our aim is to align this single key campaign message to many examples of dynamic and contextually relevant content served to consumers, in many cases, in real-time."
The multiple’s in-house creative team is working with creative media company, Manning Gottelieb OMD, to deliver the campaign across TV, out-of-home, social media and print.
Executive director and head of retail at Manning Gottelieb OMD, David Bratt, explained: "The campaign is designed to be truly reactive in order to bring eye health into everyone’s everyday lives, and to use Specsavers’ famous responsiveness to draw attention to National Eye Health Week and the importance of a regular eye test."
"We have created a 24-hour hub plugged into a variety of different data sources to ensure that we can react within minutes to key cultural moments as they happen, and with national scale," he added.
The campaign follows the second The State of the Nation Eye Health 2017: A Year in Review, which revealed that one in five people will live with sight loss in their lifetime.