Combating myopia.
1001-Optometry is launching its AI-powered vision screening through photographs in a campaign via VML.
Myopia, also known as short-sightedness, is rapidly becoming one of the biggest public health challenges facing the next generation.
It is estimated that 1-in-5 children have undiagnosed myopia, according to 1001 Optometry.
“As eye care professionals, we see first-hand how late many children are diagnosed with myopia – often after it has significantly impacted their confidence and performance in the classroom,” said 1001 Optometry CEO, James Lee.
“With Magnif-eye, our goal is to move eye checks upstream. If we can help families start the right conversations sooner, we can dramatically change the trajectory of a child’s eyesight for life.”
1001 Optometry uses artificial intelligence to analyse the photos parents already have stored in their camera rolls, looking for subtle indicators linked to undiagnosed myopia.
Magnif-eye doesn’t store data nor results; photos are scanned on a server and immediately discarded without being viewed by any person, ensuring family memories remain completely private.
“Parents take thousands of photos of their kids every year, but those images usually just sit in their camera roll,” said VML creative director, Jack Delmonte.
“With Magnif-eye, we’ve turned that everyday behaviour into an incredibly powerful brand experience.
“Working closely with 1001 Optometry, VML brought together our brand experience and customer experience chops to create an idea that’s both a compelling campaign and a seamless digital product.
“By designing an AI-powered journey that is transparent, private and genuinely useful, we’re not just building a smart screening tool, we’re helping deepen trust in the 1001 Optometry brand at the moments that matter most to families.”
CREDITS:
Creative: VML
PR: Burson
Media: Word of Mouth Digital
