It is common knowledge that our eyesight deteriorates as we get older. The problem for people over 45 is the real possibility that they could develop glaucoma, macular degeneration or diabetic retinopathy, all of which pose a significant threat to health and well-being. This communication design study, undertaken in association with the Guide Dogs for the Blind Association (GBA), developed a campaign to encourage people over 45 to be less complacent about their eye health so that fewer eye threatening illnesses would remain undetected. Grundmann interviewed medical professionals and visually impaired people, studied award-winning healthcare campaigns, and visited Finland and Germany during his research. He concluded that people need to be targeted where it mattered - at the point of denial.
Creative ideas were developed to promote the Save your Sight message in the context of everyday lives - on the street, in the gym, at school and while driving or shopping. The three key planks of the campaign were aimed at drivers, fitness centres and schools. Number Plate encouraged drivers to take eye tests before they lose their licence, Eye Coach expanded the remit of fitness coaches to include healthier eyes with healthier bodies, and ‘Little Optician’ activity packs introduced eye health to school pupils who it was hoped would in turn engage their parents in the issue. This case study demonstrates the power of communication design in bringing important and hitherto largely disregarded issues to people’s attention during their everyday lives.
Download full report (1.4MB PDF file)
Eye health, health education campaigns, the over-45s, eye threatening illnesses
