An agency teamed with an optician to create an Instagram innovation that was far from short-sighted.

An agency teamed with an optician to create an Instagram innovation that was far from short-sighted.

How often do you get your vision checked? If you’re like most people, probably not often enough. Apparently this is a particular problem among Ukrainians, 69% of whom prefer to trust their own judgement (watch those lamp posts, guys!) than visit an optician. And being riveted to Instagram is not helping them, with visual impairment growing 4% each year. So the Banda Agency and local optician Luxoptica turned a problem into a solution, by launching an Instagram story that was also an eye test. Depending on how well you saw the letters and which way you swiped, the test could make a recommendation and send you off to Luxoptica for a professional diagnosis. Every seventh person who took the test detected a vision problem – and almost 7000 people arranged an eye test as a result. Now that’s what we call a focus group.