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‘Eye Tests Save Lives’ campaign takes gold at CIPR PRide Awards

Nottingham-headquartered optician drives awareness of the dangers of poor motorist eye health with campaign win.

An eye health initiative has beaten off stiff competition at this year’s CIPR PRide awards for best Transport or Automotive Campaign, as Vision Express sets its sights on political change around sight standards for drivers.

The PRide Midlands award celebrates the success of Vision Express’ ‘Eye Tests Save Lives’ campaign, debuted in 2015 to raise awareness of good eye health to safeguard UK roads, working alongside road safety charity Brake and the Road Haulage Association during Road Safety Week.

The initiative was influenced by research, which points to a potential safety crisis for Britain’s five million-plus population who drive for work, revealing that driving over 25,000 miles a year is reportedly the third most dangerous job in the UK, behind deep sea diving and coal mining.

Aiming to raise awareness amongst MPs, Vision Express lobbied Government to consider vision problems a major contributor to traffic accidents – securing a breakthrough commitment in November 2017, with Government announcing plans to work with the DVLA to include an eye test reminder when motorists renew their driving license.

Vision Express CEO Jonathan Lawson said:

“Five million drivers (14%) acknowledge driving with less than perfect vision and road crashes caused by poor driver vision are estimated to cause 2,900 casualties and cost £33 million in the UK per year. With these statistics in mind, we wanted to launch a campaign targeted at motorists, including those who drive professionally, to encourage them to take their eye health seriously. We have been overwhelmed by the positive impact of the campaign.”

‘Eye Tests Save Lives’ has recently been shortlisted for its first public affairs award for Best In-House Consultancy Collaboration at the PRCA Public Affairs Awards 2018.

This adds to an award-winning year for the optician and comes as Vision Express prepares for Road Safety Week 2018 (19th -23rd November). The national awareness week will see Vision Express’ state-of-the-art Vision Van embark on a nation-wide tour, targeting poor eye health hotspots – offering free eye tests to the public.


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