Cdv: Italian version of 'check yearly see clearly' campaign
At the start of vision month, the new project 'Controllo annuale vista ottimale' was officially presented yesterday morning. The project was explained in detail by Callisto Fedon, Chairman of the Commissione Difesa Vista which studied, implemented and produced it together with various field operators, who were represented at the press conference by their respective chairmans: Alessandro Spiezia for Aio (Associazione Italiana Ottici), Riccardo Perdomi for Andom (Avanzi Holding, Grand Vision Italia, Gruppo Randazzo, Salmoiraghi & Viganò), Cirillo Marcolin for Anfao (Associazione Nazionale Fabbricanti Articoli Ottici), Andrea Garagnani for Assogruppi Ottica (Argo Vision, Coi-Greenvision, Gruppo Free Optik, Optotrades, Vision Service), Giulio Velati for Federottica (Associazione Federativa Nazionale Ottici Optometristi) and Luis Vanella, General Manager of Oxo.
The aim of the project is to raise consumer awareness about the importance of sight and regular checkups: 80% of the information we receive from our surroundings is picked up by our eyes, but 10/10 vision is not enough to make it perfect. Seeing well also means making our eyes work in unison as well as focusing properly.
'The Commissione Difesa Vista's co-operation with these associations represents an important event and has a very precise objective: join forces to spread the message', Callisto Fedon explained. 'And the message must be clear and loud: prevention is indispensable for protecting our sight and sight is the most precious asset we possess.' For this reason, consumers are invited to go for a free eye test at one of the Italian optics centers taking part in the initiative.
The campaign includes information material, distributed to over 9,000 centers in Italy (decalcs, posters, brochures), and an advertising plan for the Mediaset networks (Canale 5, Italia 1, Rete 4).
Starting October 10, an intriguing spot in the traditional 30- and 15-second formats will tell a story which is also linked to vision efficiency. The protagonist of the spot (35 mm film shot on location in the historical locality of Borghetto di Valeggio sul Mincio, with inserts of Ponte di Veia) is a very beautiful witch whose sight is not perfect. Smoke, accompanied by loud bangs, is seen coming from the chimney of a cottage in the middle of the woods. Suddenly, a witch is seen leaving the woods and she flies over the city, but she has a problem, she can't see very well. She rubs her eyes, flies low and crashes into a lamppost. We hear a metallic sound as she slides down the post to the ground, while an off-screen voice comments 'Seeing well has nothing to do with magic.' During this enchanted flight, which, in order to capture the attention of the viewer, is reminiscent of scenes from Disney's Hocus Focus, or Harry Potter, the beautiful witch learns to her cost that a yearly checkup can prevent sight problems.
The entire initiative was inspired by the collaboration with the Vision Council of America which, through its Check Yearly See Clearly project, has for many years been successfully engaged in activities to raise awareness about protecting sight. Protection that can be guaranteed by regular checks and by the choosing the best corrective lenses.
'It doesn't matter whether we talk about prescription glasses, whose primary function is to correct sight defects, or sunglasses to protect us from UV radiation', Cirillo Marcolin, president of Anfao, commented. 'Glasses are in any case an indispensable tool for the health of our eyes. The choice of counterfeit glasses, or glasses that do not guarantee the required quality and safety, damages consumer health. At association level we are trying to bring this to the attention of the relevant ministries so that they take the necessary steps, but I believe that it is essential that consumers receive a clear, strong message such as the one we want to put across. This is why we are here: around the same table for the first time we have producers, distributors and specialists who are united in their desire to provide information and launch an alarm signal. But that's not all. The commitment we also share is to provide an answer, which is really very simple, to increasing knowledge about prevention: look after your eyes, have careful and regular checkups and go to a specialist, also when choosing frames. Because this is the only way you will have the guarantee that you are buying a quality product and you can be sure your sight is being protected.'
'Controllo annuale vista ottimale' is only the first step in a more ambitious project: a series of information campaigns which, under the aegis of the Commissione Difesa Vista, will involve all players in the sector and will contribute to ordinary people's knowledge about good sight.
