Optical retailer Vision Express has appointed television presenter Emma Willis as its new brand ambassador to front a campaign focused on confidence, eye health and the role of eyewear in everyday life.

Announced today (16 December), the partnership forms Vision Express’ new Step Out With Confidence campaign, which is underpinned by consumer research highlighting the emotional impact of poor vision.

Willis, who is a long-time glasses wearer, will work with Vision Express to promote the importance of regular eye tests and highlight how eyewear can support confidence in both personal and professional settings.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

“I am so excited to be the new brand ambassador for Vision Express and to be part of the ‘Step Out With Confidence’ campaign,” she said.

“As someone who wears glasses every day, I know how important they are, not only for seeing clearly but for how they make you feel.”

Alongside eye health, the campaign also addresses the growing perception of glasses as a confidence and style enhancer.

Jemma Banks, marketing director at Vision Express, said: “At Vision Express, we believe the positive impact that feeling confident can bring to people’s lives and work to ensure everyone leaves feeling confident.

“That’s why we’re so delighted to welcome Emma Willis to the Vision Express family.”

According to the retailer, nearly two thirds of UK adults (63%) have previously felt anxious about a major life event or change because they could not see clearly.

Despite this, the research suggests eye care is often deprioritised. More than a third of respondents (39%) said their last eye test took place between one and more than two years ago, even though over half (54%) believe they should have their eyes tested annually or more frequently.