The Hidden Eye Test

Our Work The Hidden Eye Test A world-first campaign reveals vision issues in real-time CLIENT 1001 Optometry OFFICE Sydney With nearly half of Australians expected to face eye health issues, VML and 1001 Optometry collaborated on a breakthrough way to raise awareness about symptoms and treatment. Australians aren’t proactive with their eye health. They take a “she’ll be right” attitude to it. But statistics show that 26% of Australian adults have not had an eye test in the last two years, and a worrying 13% have never seen an optometrist at all despite previous efforts from both governments and optometry brands to encourage them. In collaboration with AI artist Prospex Park, VML and 1001 Optometry developed "The Hidden Eye Test" – a groundbreaking twist on our breakthrough insight that most eye tests are based on what you can’t see. slide 2 of 3 This isn’t just a campaign, it’s a movement to improve and protect Australia's eye health for the future. Too many Australians wait until their eyesight has significantly declined before seeking help. We wanted to create something that would make people confront their eye health, take action, and book a test before it’s too late. Edward Lee Retail and Optometry Director, 1001 Optometry Challenge Inspiration Idea Growth AT A GLANCE 77% Increase in website visits AT A GLANCE 126% Increase in eye test appointments AT A GLANCE 134% Growth in eyewear sales slide 2 of 3 Series Feature: For Humans, By Humans VML introduces For Humans, By Humans, a mini-documentary series celebrating the people and stories behind our impactful campaigns.  Watch the full story in this feature, inspired by VML's Human First philosophy.  For more information about this series, click here.  AWARDS 2025 CANNES LIONS Industry Craft GOLD LION 2025 CANNES LIONS Creative Strategy BRONZE LION 2025 CLIO HEALTH Health Institutions & Services: Print & Out of Home Craft GOLD 2025 CLIO HEALTH Health Institutions & Services: Out of Home GOLD PRESS 1001 Optometry launches “The Hidden Eye Test” campaign to promote eye care awareness via VML Campaign Brief 1001 Optometry launches 'The Hidden Eye Test' via VML AdNews AUNZ Work of the Week: 1001 Optometry and VML Australia Little Black Book 1001 Optometry launches campaign visible only to those with impaired vision via VML Mi-3 VML & 1001 Optometry: The eye test hidden in an advert The Stable How AI Optical Illusions Made Secret Eye Tests Out of Billboards Little Black Book 1001 Optometry launches The Hidden Eye Test Campaign for eyecare awareness LSN 1001 Optometry Launches ‘The Hidden Eye Test’ Campaign To Promote Eye Care Awareness Via VML B&T Optical Illusions Put Vision to Test MiVision RELATED CONTENT WHAT WE DO Brand Experience We create culture-shaping brands that connect emotionally and drive growth for our client partners. FIND OUT MORE QUEENSLAND GOVERNMENT If It's Flooded, Forget It Challenging the Myth of Vehicular Safety in Flood Conditions READ CASE STUDY