Specsavers partners with astronaut Chris Hadfield in Canadian marketing campaign 

Date:

Chris Hadfield. Photo: Canadian Space Agency

Share post:

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.

RELATED ARTICLES

Load more

Subscribe to the Newsletter

Subscribe

* indicates required

RECENT articles

Promenades St-Bruno to invest $49.5M in food court redevelopment, new retail space

The project will relocate the existing lower-level food court to the current Marché des Promenades location, allowing the former food court area to be converted into retail space.

Joseph Ribkoff launches global direct-to-consumer platform, names Elizabeth Hurley campaign face

The campaign is built around its new brand philosophy, Elegance in Motion, which focuses on the idea that elegance changes with the women who wear the clothing.

Record results for Happy Belly Food Group in Q2

Record system-wide sales of $28.4 million in the second quarter of fiscal 2026, representing an increase of approximately 75% compared to $16.2 million in the same quarter of fiscal 2025.

Grocery, pharmacy and fitness fuel strong leasing demand for RioCan properties

The company’s retail portfolio is now effectively 99 per cent leased, supported by population growth, limited new retail supply and a tenant base that has become more resilient and necessity-focused.

MadHatters poised for continued growth

The new store has been designed around a simple philosophy: keep a good store, a happy ambiance, and happy staff, so customers have fun while they shop.

Canadian Restaurants Avoid Broad Food Tariff Hit as Supply Costs Face Pressure

Restaurants Canada welcomes Ottawa’s targeted tariff approach, but new duties on packaging, equipment and selected foods could add costs for operators.

Knix Opens First Atlantic Canada Store in Halifax as Retail Expansion Continues

Knix has opened its first Atlantic Canadian store at Halifax Shopping Centre as the Toronto-based intimates brand continues expanding its physical retail network.

Cadillac Fairview’s It’s Better in Real Life campaign targets today’s consumers

New consumer research suggests shoppers are looking for more than just stores, with nearly one-third of visits to its properties now driven by social reasons such as meeting friends or spending time together.

IKEA study finds household clutter creating tension as living spaces get smaller

The IKEA Store & Organise Report 2026: Finding Meaning in the Mess surveyed 31,488 people across 31 markets and found that 38 per cent of homes have someone who leaves things out with the expectation that another person will deal with them.

Canadian Retailers Face New Cost and Sourcing Pressures from U.S. Counter-Tariffs

Canada’s $27.6-billion counter-tariff package targets 874 U.S.-origin goods, creating new pricing, margin and sourcing challenges for Canadian retailers.

Birks names Sophie Nélisse brand ambassador as it launches new national campaign

Nélisse, who was born in Montreal and is known for her performances in Yellowjackets and Heated Rivalry, said the brand has been familiar to her since childhood.

Daily Synopsis: August 25, 2026

Loblaw backtracks on dropping country-of-origin produce labels, cosmetic tariffs threaten beauty, fashion and other sectors, Criterion opening video storefront in Toronto, shop-Canada app surges amid trade war, and other news.

Canada announces $27.6B in counter-tariffs on U.S. goods as retailers, restaurants and small businesses weigh impact

“Canada’s retail sector will shoulder a significant share of this burden, with so many essential consumer goods targeted."

Toronto’s Woodbine Mall and Fantasy Fair getting a roller rink this fall

The concept has opened more than 15 pop-ups in vacant retail spaces across the GTA and welcomed more than 250,000 skaters since 2021.

Evening Coffee Orders Nearly Triple in Canada as Restaurants Tap New Beverage Trend: Lavazza

Coffee is no longer just a morning ritual. Restaurants across Canada are finding a new use for their espresso machines well after the dinner rush.

Canadian SMEs remain optimistic but take more cautious approach to hiring and AI investment: Employment Hero

The survey suggests businesses are increasingly looking at AI as a tool for day-to-day operations rather than simply experimenting with the technology, with productivity and efficiency among the stated priorities.

Back-to-School lunch basket falls 2.8%, but relief may be temporary: report

Promotions are easing costs for families, while seasonal pressures and geopolitical risks could push some prices higher by December

Maureen Simon Foods launches Rolliis in 7-Eleven stores across Canada

The company said the products are being introduced across the convenience-store chain as it seeks to bring its lineup of Caribbean-inspired foods to a wider Canadian customer base.

Toronto Waterfront Looks to Events and Activation as District Builds Toward 2035

Waterfront BIA is mapping a new events and activation strategy as transit, development and commercial growth reshape Toronto’s waterfront through 2035.

Most Canadian small businesses unaware of new open banking law: Xero survey

Eighteen per cent of respondents said they currently share their online banking username and password with an accountant, bookkeeper, employee or software tool. Twenty-two per cent said they had done so at some point.