Resting Squint Face
A "squintervention" to drive eye tests.
The brief
Raise awareness of Presbyopia — a near-sighted, age-related condition that only 27% of Brits had heard of.
The strategy
How you see is easier to ignore than how you are seen. If we surfaced the symptoms — like squinting — and the extreme workarounds, we could empower colleagues, friends and family to intervene. This would ultimately drive more sufferers to address the issue and seek Specsavers' help.
The idea
Coining a funny and memorable name for the condition — "Resting Squint Face" — and making a PSA film to dramatise it, so friends could stage a Squintervention and sufferers would finally see themselves. Supported with a study that magnified how squinting impacts everyday life, and comedy influencer content.
The results
1 million PSA views, 58,000 social interactions/interventions, and coverage in The Sun, Mail Online and Daily Express. Most importantly, 6,500 more eye tests booked per week.
Credits
Client: Specsavers
Agency: Golin