Focus on Life campaign launched

Campaign uses blurred images to drive home messages

The College of Optometrists has teamed up with BAFTA award-nominated director Mark Nunneley from the Ridley Scott Creative Group to direct a film that people can’t actually see – because it has been shot entirely out of focus.

The College commissioned the film as part of a public awareness campaign, after a survey of 2,000 British adults revealed that 66 per cent of respondents had difficulty with blurred vision, with one in 10 choosing to sit closer to the TV rather than having their eyes tested.

The campaign, called Focus on Life, is supported by Love Island’s Theo Campbell who was left blind in one eye after he was struck by a champagne cork in a freak accident. In the film, not a single frame has been shot in focus; it delves into stories told by four people, but the camera mimics the eyes of a person with worsening eyesight.

Mark Nunneley said: “Lockdown gave me the opportunity to reflect on how to approach this project, and how to capture this out of focus world. Sight and focus are crucial for me to tell stories as a filmmaker, from the creative to the direction and cinematography. I hope that our simple, life affirming message will connect with the viewer as we invite them to pause and reflect on their own lives and the importance of focus.”

The research was undertaken by Opinium on behalf of the College of Optometrists in September 2020. From a sample of 2,000 British adults:
– 38 per cent said they felt like their life would be more fulfilling if they could see better
– 39 per cent admitted they should get their sight tested more often than they did
– 23 of parents admitted they never took their children to get their sight tested
– 26 per cent would rather go to the dentist than get their eyes checked

Daniel Hardiman-McCartney, clinical adviser for the College of Optometrists, said: “It’s shocking that people struggle with their eyesight but do not get their sight tested until they have a big problem. We’re committed to encouraging people to get their sight checked regularly and educate people on the importance of looking after our eye health. The launch of our short out of focus film today is a testament to this and we hope to get people thinking about their vision and booking an appointment with their optometrist as a result.”

The short film can be viewed on the College of Optometrists’s YouTube page.