THE CHALLENGE

Did you know approximately 50% of children in British Columbia pass on their annual eye exam, and roughly 20% of children have undiagnosed vision problems? Living with these issues can overtly impact their confidence and ability to learn and develop. The challenge was clear: we needed to create an emotional connection for children and parents alike, inspiring them to view vision care as an important superpower that is worthy of protecting.

THE STRATEGY

Vision provides a child with the ability to learn and explore and to bring this to life, BCDO reimagined a routine eye check into an engaging and educational experience for parents and children alike. In October (Children’s Vision Month), we partnered with Science World in Vancouver to launch this in-person exhibit, providing families with a setting built on curiosity and education. The exhibit made vision health both accessible and exciting, allowing children to explore the importance of eye care.

THE EXECUTION

We worked with BCDO to design and build The Superpower of Sight – an immersive interactive OOH exhibit that featured a breathtaking seven-foot-tall eyeball display. The exhibit allowed children to interact with vision-focused displays and educational presentations. Additionally, the exhibit included an interactive eye testing activity conducted by on-site optometrists that families could participate in, pushing the importance of education with action. The exhibit was supported by informative content across BCDO’s media channels, extending the reach beyond in-person attendees into homes across the province.

THE OUTCOME

 The Superpower of Sight reached over 2 million people. We aimed to capture the attention of families, teachers and media alike, urging them all to prioritize children’s vision care. With strong community engagement and media impact, BCDO successfully transformed their public health concerns into an awe-inspiring opportunity to prove that sight isn’t just important – it’s extraordinary.