Get your eyes tested this July - that's the focus of The Eye Foundation's new 'julEYE black spot' media campaign - launched this week at Admiralty House by The Foundation's Patron, Ms Quentin Bryce AC, Australia's Governor General.

The new advertising campaign, created pro bono for The Eye Foundation by Ogilvy & Mather Sydney, uses a unique disruptive media idea to deliver the eye health message.

Seventy five percent of vision loss is preventable or treatable, yet every 65 minutes an Australian loses part or all of their sight. By placing black spots on existing television, print and outdoor advertisements accross the country from mid-June, the campaign allows consumers to experience a simulated view of degenerative eye conditions.

Ogilvy Sydney's CEO Stuart O'Brien said the campaign's approach to disrupting existing media was a great way to attract attention and generate cut-through.

"We wanted to develop a campaign that would grab the attention of viewers, and give them a tangible reminder of the consequences of vision loss. We're proud that we've been able to work with an outstanding organisation like The Eye Foundation to help develop such an important campaign," said Mr O'Brien.

Initially rolling out mid-June on National Geographic Channel, the on-air campaign will feature black spots over one of the Channel's promotional spots. The black spots will also run over select Movie Network Channels advertisements in July. Negotiations are in place to incorporate the spots in print, outdoor, buses, window display and digital display platforms.

Jacinta Spurrett, Chief Executive Officer of The Eye Foundation, said she was impressed with Ogilvy Sydney's concept and creative execution.
"We needed a campaign that would help people understand the devastating effects of eye disease. Vision loss can affect people at any time in their lives and it often happens gradually, so by the time it becomes noticeable, the damage in done. We want all Australians - no matter their age - to get their eyes tested this July," said Ms Spurrett.

The julEYE black spot campaign was unveiled for the first time at a function at Admiralty House in Sydney on 25th May. Attendees included Kirk Pengilly, INXS band member and Eye Foundation Ambassador, who was in his 20s and touring with INXS when he almost lost his sight to severe glaucoma.