Vision 2020 discovered that eye testing is uncommon among many CALD communities, and approached LOTE seeking a strategy to raise awareness and increase the rate of eye testing among those groups.
LOTE commenced the campaign with community research, seeking to uncover misconceptions around eye health and testing. The research findings inspired the creative concept of informative videos with the objective of walking the viewer through the process of an eye test. Filming was undertaken in an optometrist’s consulting room, with multicultural talent across six community groups sourced from LOTE’s extensive database.
Delivered on time and within budget, Vision 2020 were extremely happy with the video materials and housed them on the Vision Initiative website. The following year saw Vision 2020 engage LOTE to produce additional language versions for more CALD communities.