This is the story of how MG OMD brought a dozen partners together to create what was probably the world’s largest ever reactive campaign for Specsavers to help the nation understand the importance of regular eye tests.
While eye test avoiders understood that eye tests were important, 14m people weren’t having regular tests because it was just a few steps too far down the to-do list. The insight was that most of the things above just weren’t that important – such as trivial media moments.