Glaucoma Australia unveils awareness campaign via Stokes Street Studio

Glaucoma Australia has launched a new campaign encouraging Australians to ‘Treat Your Eyes’ during World Glaucoma Week.

INXS member Kirk Pengilly fronts the campaign, which was created with Stokes Street Studio and will appear across retail Out-Of-Home and supported by television and radio.

The ‘Treat Your Eyes’ campaign is aimed at generating awareness of the disease, and to mobile Aussies at risk to get their eyes tested to avoid irreversible damage.

Glaucoma affects 300,000 Australians, with 50% unaware they have the disease due to not having had an eye exam. The disease has no cure, making early detection crucial.

Glaucoma Australia CEO Annie Gibbins, said, “Three in 100 Australians will develop glaucoma in their lifetime, yet more than a third (35%) have not undergone regular eye examinations, thereby increasing their risk of glaucoma remaining undiagnosed. We need this to change.

“We hope the Treat Your Eyes campaign can spark Australians into action and get an eye test. This year Australians can book an appointment through the Treat Your Eyes website page, enabling us to track the response to the campaign and set a number we can aim to beat next year.”

The campaign, featuring Pengilly, will appear across Shopper Media Group’s digital Smartlite advertising panels in local shopping centres nationally.

Supporting television community service announcements will appear across Channel 7, Prime 7 and WIN TV.

Pengilly famously was touring with INXS in the 1980s when he began to feel a sensation he described as like “daggers” being pressed into his eyes.

Pioneering laser surgery saved his eyesight from an acute angle-closure glaucoma attack.

He said: “An eye test is quick and painless and could be the difference between losing your vision, or not. Just as you go to the dentist or doctor for a check-up, you need to put an eye exam on your things-to-do list – particularly those over 50 like me.

“Use this World Glaucoma Week as a cue to book and treat your eyes to a simple test.”


Production: Stokes Street Studio
Post Production: Marty Gilchrist, Puffin Post
Copy: Mandy Hampson / Stuart Laverie, Stokes Street Studio
Design/Art Direction: Rachel Plank, Stokes Street Studio
Image Retouching: Cameron Brown, Stokes Street Studio
Creative Director: Mandy Hampson, Stokes Street Studio
Photography: Andre Moonen, Andre & Dominique
Cinematography: Kearon de Clouet, Plushtown Studios


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