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Gordon Young
Editor-in-chief at The Drum

Shoreditch optician uses QR codes displayed on floor panels to promote eyesight check-ups

A Shoreditch-based optician is urging people to get their eyesight checked with its Urban Eye Test which features floor panels located around the area that include QR codes in an attempt to make booking an appointment easier.

Shoreditch optician and McCann Health London use QR codes to invite Londoners for eyesight check-up / McCann Health London

The test, conceptualised by McCann Health London, for OCO Opticians of Spitalfields will take place around Brick Lane, Shoreditch and Spitalfields Market where people will be invited to check their eyesight using the panels which will be displayed on road signs, clock towers and street murals.

A QR code is placed on the floor panels to enable people to schedule a free eye test with OCO via their smartphone if they think its time to get their eyes professionally checked.

According to the UK College of Optometrists, one in four UK adults haven’t had their eyes checked in the last two years, and 5 million aren’t aware when they last had their eyes checked at all.

Adrian Parr, executive creative director EMEA, McCann Health said: "People are time poor. We realized a natural human instinct is to put things off and ‘soldier on’ until they become critical. This idea builds on that insight and disrupts it in an unexpected way, to provoke and stimulate action."

Jennie Hillyer, OCO co-founder and optometrist said: "It's an easy and innovative way to get Londoners to start thinking about their eye health by making them realise that their vision might not be perfect. Because vision deteriorates quite slowly, people often don’t realise there’s anything wrong."

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