Low vision Aussies spotlighted in Visions Australia’s campaign via The Open Arms

The Pupil Project shows the world through the eyes of someone with low vision – a condition that can’t be corrected with glasses, contact lenses, or surgery.

Unlike someone who is blind, people with low vision don’t tend to carry a white cane or have a guide dog. The video campaign follows three Australians with the disability, highlighting the daily challenges they face. 

With Australia’s low vision population expected to increase by 25%, The Pupil Project aims to highlight ways the community can assist these people.

Vision Australia national brand and marketing manager Kristy Richards said: “With the help of ethical advertising agency, The Open Arms, we were careful in the way we delivered our advocacy messaging.”

“Like other brands, we’re aware that consumers are becoming increasingly compassion fatigued, so we wanted the tone of our videos to be witty, fun, and upbeat while inviting viewers to educate themselves on the topic.”

Further Vision Australia research reveals that more than half of people nationwide believe they have never come across someone with low vision, despite almost half a million Aussies living with the condition. However, Vision Australia reported a willingness to learn, with 72% of sighted Australians open to learning more about being inclusive. 

Array Productions delivered the end-to-end production of The Pupil Project, led by producer Raylene O’Hare and director Claudia Sangiorgi Dalimore. 

The campaign has been rolled out across social media, digital, and earned media and uses a unique lens so people can experience each situation through the eyes of someone living with the most common causes of low vision, such as cataracts, glaucoma, retinitis pigmentosa, and macular degeneration.  

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topics Array Productions Claudia Sangiorgi Dalimore Kristy Richards Raylene O’Hare The Open Arms The Pupil Project Vision Australia

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