High street optician Specsavers is helping children overcome their fear of eye tests with a social-first campaign promoting its new service for young people.

Developed in partnership with social and PR agency Tangerine Communications, ‘Optomonsters’ will focus on educating parents about the importance of getting their children’s eye health evaluated regularly.

The retailer’s creative will be focused on a two-minute social video in which young children are encourage to design their own ‘optomonsters’ by  children’s illustrator Melanie Williamson in order to beat their fears.

“Becoming the brand of choice for parents goes beyond entertainment and education – it’s about showing empathy and understanding,” Specsavers head of brand activation, PR, and social, Lisa Hale said.

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“Our research uncovered key barriers that make eye tests daunting for kids, and the ‘Optomonsters’ campaign addresses these challenges in a creative and relatable way.”

The campaign will be further supported by online and offline activations, which will include bespoke social media content, appointment walk-throughs, experiential eye tests and influencer partnerships. A collection of ‘optomonster’ drawings has already started to be rolled out across Specsavers locations nationwide.

Tangerine Communications co-CEO, Mary Harding added: “As a social agency it’s imperative that we focus on what brands need to stay relevant, not just today but in the future.

“Gen Alpha is a crucial audience, and it’s fantastic to work with a forward-thinking brand like Specsavers that recognises that. This campaign sets the stage for the future while engaging audiences in the here and now.”