Eye Foundation puts black spots on ads to warn people about the effects of eye disease

Tim Burrowes

May 28, 2010 12:15

Ogilvy & Mather Sydney has launched an ad campaign for pro-bono client the Eye Foundation, aimed at urging consumers to get their eyes tested this July.

Eye Foundation, Mumbrella The “julEYE black spot” campaign uses the findings that 75 per cent of vision loss is preventable or treatable, yet every 65 minutes an Australian loses part or all of their vision.

By placing black spots on existing TV, print and outdoor advertisements across the country from mid-June, the campaign allows consumers to experience a simulated view of degenerative eye conditions.

Initially rolling out mid-June on the National Geographic Channel, the on-air campaign will feature black spots over one of the channel’s promotional spots. The black spots will also run over select Movie Network channels advertisements in July.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.