Vision Direct Urges Consumers to See the Light with Contacts

The brand’s rigorous video campaign depicts the benefits of making the shift from spectacles to contact lenses

Online contact lens retailer, Vision Direct, has launched a series of videos in conjunction with its #TryContacts campaign to inspire the everyday consumer to make contact lenses his choice rather than spectacles. Made to be engaging, the shareable short videos and GIFs portray the many modern-life scenarios in which glasses can get in the way.

The light-hearted scenes show everything from a young man encountering an awkward moment at dinner with his new boyfriend, a lady trying unsuccessfully to apply false eyelashes, and a would-be superhero finding out that glasses are the very last thing he needs to complete his look. The campaign hopes to inspire more glasses-wearers to change from frames to affordable contact lenses.

According to a 2013 study by The College of Optometrists, 69 per cent of people in the UK wear glasses while only 13 per cent are contact lens wearers. The brand hopes to increase the proportion of people seeing contact lenses as a viable option. The videos are being promoted across the company’s multiple social platforms including Facebook and Twitter with the hashtag #TryContacts.

“We hope this campaign will make more people think about the benefits of switching to contact lenses. Many glasses-wearers are unaware that they can buy contact lenses online and that they are an affordable option. By allowing consumers to engage with Vision Direct on social media, we hope to raise awareness about the possibility of buying contact lenses as easily as they buy anything else online,” said Ashley Mealor, Chief Marketing Officer of Vision Direct.