Optical retailer Specsavers is highlighting the importance of early eye tests for children with a colourful new campaign film ahead of the school summer holidays.

Developed in-house by Specsavers Creative, the campaign will be centred around a 30-second film that illustrates just how vital good eyesight is for children to enjoy the world around them.

The work is inspired by research from the brand that indicates around one in five children under ten have an undiagnosed sight condition that could be managed or corrected, and that despite this, eye tests still sit low on the parental priority list, not even making the top ten when it comes to health concerns.

“It’s easy to overlook how much a child’s vision shapes how they experience the world especially when they might not even realise something’s wrong,” said Victoria Clarke, director of marketing at Specsavers.

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“The Wonder of Children Seeing is about helping families see the magic their children see, and understand that with a simple, NHS-funded eye test, we can help make sure they don’t miss a thing.”

Directed by Dan Emmerson at Somesuch, the campaign will launch across cinema, YouTube, video-on-demand, radio and social media from today (21 July), with further PR and social activity planned from August. Media planning and buying was handled by MG OMD.

Richard James, global creative director at Specsavers added: “We didn’t want to scare parents into action we wanted to move them. The truth is, children don’t see the world like we do.

“They see more, they notice more, and they find joy in the tiniest of details. That’s what this campaign is about, seeing the world through a child’s eyes, and doing what we can to protect that.”