RNIB invites Glastonbury attendees to take a 'Karaoke Eye Test' in awareness push
The Royal National Institute of Blind People (RNIB) is poised to run an experiential push during Glastonbury encouraging music lovers to make sure they book eye tests.
At the end of each performance, 'karaoke' singers will be given eye health tips
For the awareness push, the RNIB will put the vision of revellers to the test by giving them the chance to perform their favourite karaoke songs – but there's a catch, the lyrics on-screen will decrease in size line-by-line, as if they were undergoing a traditional eye test.
There's a database of over 100 karaoke songs and lyrics for guests at Worthy Farm to choose from, including hits from the likes of Ed Sheeran.
The 'Karaoke Eye Test' campaign also exposes festival audiences to the experience of sight loss by applying filters to the screen which simulate the effects of eye conditions which can be prevented through early detection, such as glaucoma, diabetic retinopathy and age-related macular degeneration (AMD).
The charity will set up camp next to the festival's Pyramid stage from this week to remind the event's 200,000 attendees of the importance of eye health. At the end of each performance, karaoke singers and their friends will be given eye health tips, and encouraged to have their eyes tested when they return from the festival and every two years thereafter.
The campaign was created by CHI&Partners, which partnered with The&Partnership’s experiential agency Muster, content creation studio MPC Creative and global karaoke supplier Sunfly on the interactive experience.
"Glastonbury is such an iconic festival, and we’re excited to be part of the line-up for 2017," said Sally Harvey, RNIB chief executive.
"The RNIB Karaoke Eye Test is a brilliantly fun, interactive idea to turn heads and draw crowds at Glastonbury, all while tapping into the sights, sounds and general ethos of the festival. It’s a fantastic and memorable way of getting a whole new audience of Glastonbury-goers on board with our mission of improving the eye health of the nation, and reminding them of the importance of having regular eye tests."