OPSM launches an Adshel out-of-home campaign in Brisbane and Melbourne encouraging all Australians to have their eyes tested

OPSM has launched an Adshel out-of-home campaign in Brisbane and Melbourne encouraging all Australians to have their eyes tested.

The campaign features seven unique poster concepts, placed on strategically selected Adshel outdoor panels, asking people if they have difficulty seeing the specific features in the local streetscape in their line of vision.

This campaign follows a recent OPSM study which found that 74 out of 100 people randomly tested required help with their vision. The campaign is currently live and allows people to download the OPSM Free Eye Check screening app.

Says Nicole McInnes, director of marketing at Adshel: “One of the strengths of out-of-home is its ability to create localised user experiences. This campaign is unique in its ability to draw attention to eye health, using local landmarks to test the vision of people on-the-go.”

Says Melinda Spencer, VP of marketing at OPSM: “It’s exciting to create a campaign that can make a difference to eye health and engages people in their day to day lives. Most people do not realise that they need an eye test, so we needed something incredibly engaging to stop people in their tracks and make them consider their eye health, perhaps for the first time and realise the importance of their vision. Adshel helped create a highly bespoke campaign, allowing OPSM to create unique pieces of artwork for selected panels. This innovative use of media placement meant the campaign could have maximum cut-through, ensuring OPSM delivered on their engagement strategy.”