Specsavers Sweden Infiltrates Billboards with Eye Disease Glaucoma

Many eye diseases, such as glaucoma, are difficult to detect because they lack clear symptoms in the early stages. By the time glaucoma is noticed, vision has often already deteriorated. To raise awareness, Specsavers and NORD DDB have created a digital replica of the symptoms and installed it in digital billboards across the country. Using real-time views of Swedish landmarks, the billboards made them disappear when people stopped to look.

"When it comes to eye diseases such as glaucoma, there are often no symptoms at the early stages. By the time symptoms appear, vision has often already been affected. An eye health examination with OCT can detect changes before symptoms occur, helping to prevent vision loss. We believe that creative and engaging communication like this can help raise awareness and highlight the issue, says Helen Mellde Helmfridsson, interim head of marketing at Specsavers Sweden.

In addition to DOOH, the activation was also carried out on national TV during some of the most well-known intros in Swedish television, which feature Swedish landscapes before and after commercials. The campaign also includes well selected influencer activations to spread awareness on social media.

"Everyday life is at stake when vision loss begins. That idea became the starting point for 'playing tricks' with something as familiar and routine as well-known TV intros and the landscapes and landmarks we see daily. By doing something unexpected with these, we have a chance to spark curiosity and raise awareness about eye diseases like glaucoma", says Anders Hellström, art director at NORD DDB.