Specsavers partners with astronaut Chris Hadfield in Canadian marketing campaign 

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Chris Hadfield. Photo: Canadian Space Agency

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Global eyecare and eyewear provider Specsavers has partnered with Col. Chris Hadfield, the renowned Canadian astronaut, for a new awareness ad campaign. The goal is to shift perspectives on eye health importance among Canadians who have been neglecting their regular check-ups.

A recent study commissioned by Specsavers has uncovered a concerning trend: nearly half of Canadians are overdue for an eye exam.

“I know first-hand how important vision is after experiencing temporary blindness during a spacewalk,” Hadfield said in a statement. He emphasized the crucial role of early detection in eye health, drawing parallels to space safety protocols.

Specsavers Canada at The Pen Centre (Image: Specsavers Canada)

Specsavers is equipping its locations with advanced Optical Coherence Tomography (OCT) technology. This 3D scanning tool is included in every standard eye exam at no extra cost, aiding in the early detection of sight-threatening conditions.

The Leger study revealed some alarming statistics about Canadians’ attitudes towards eye health:

  • 42% cite cost as a deterrent for eye exams or corrective lenses
  • 71% believe vision loss is a normal part of aging
  • 53% are unaware or disagree that most vision loss is preventable
  • 77% of 18-34 year-olds have missed or not booked an eye exam

The findings are particularly concerning given that 75% of all vision loss is preventable and treatable, according to the Canadian Council of the Blind.

As eye health risks increase with age, Canadians 65 and older are advised to have annual eye exams, while those under 65 should have check-ups every two years.

Specsavers, an optometrist-owned and-led business, entered the Canadian market in 2021. The company has grown rapidly now with over 130 locations across B.C., Alberta, Ontario, and Manitoba. Specsavers was recently recognized in Canada’s Best Workplaces™ List for 2024 by Great Place To Work®.

Founded in the UK 40 years ago, Specsavers now operates more than 2,600 healthcare businesses globally, serving over 42 million patients and customers. The company’s mission is to transform eyecare in Canada by offering exceptional service, advanced clinical equipment, and affordable, quality eyewear.

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