Specsavers Canada has its sights set on ending “preventable blindness” with a campaign to raise awareness of the technology it uses in every standard eye exam.

According to Specsavers, optical coherence tomography (OCT) is a hospital-grade technology capable of detecting sight-threatening conditions like diabetic retinopathy, glaucoma, and age-related macular degeneration in its earliest stages.

Developed by the brand’s in-house creative agency The Agency, the campaign is led by a 30-second TV spot that shows people repeatedly struggling to pronounce the proper name of the OCT technology. It concludes with a voiceover stating “not everyone can say it. But everyone can have it.”

The spot is being supported by out-of-home, radio, digital and transit ads in British Columbia, Alberta and Ontario, as well as influencer content.

“This campaign allows us to share an important message while also staying true to Specsavers signature wit,” said Specsavers’ director of marketing, Catherine Walsh. “As a purpose-driven company, we are passionate about ending preventable vision loss and this is woven through everything we do including our marketing strategy.”

While addressing a serious issue, the spot employs the same lighthearted tone that has characterized Specsavers’ previous marketing under the “Should’ve Gone to Specsavers” brand platform. The brand launched its first Canadian campaign using that positioning earlier this year.