Can't See Through The Looking Glass
Ideation | Creative direction | Earned | Strategy
With nearly a third of UK parents (29%) more likely to check their child's shoe size than their eyesight, the College of Optometrists aimed to underscore the critical importance of children's eye tests.
To raise awareness of the issue, we re-released Lewis Carroll's 1865 classic, "Alice's Adventures in Wonderland," in entirely blurred text, demonstrating to parents what their children's reading experience might be like with poor eyesight.
Titled "Alice’s Adventures in Wonderland: The Blurred Edition, featured every word and original illustration by John Tenniel out of focus, symbolising how many children with poor eyesight might experience the beloved book. We collaborated with Daniel Hardiman-McCartney, Clinical Adviser for the College, to accurately mimic the average UK child's deteriorating vision through the level of blur in the book. Now on display at the College Museum, "Alice’s Adventures in Wonderland: The Blurred Edition" serves as a powerful reminder of the importance of regular eye check-ups for children.
Alice’s Adventures in Wonderland: The Blurred Edition’ will be displayed in the College Museum.