30 Oct 2018

Vision Express drives awareness of the dangers of poor motorist eye health with campaign win

Vision Express drives awareness of the dangers of poor motorist eye health with campaign win: Vision Express wins gold in ‘Transport or Automotive Campaign’ category at CIPR PRide Awards 2018.

‘Eye Tests Save Lives’ campaign takes gold at CIPR PRide Awards

An eye health initiative has beaten off stiff competition at this year’s CIPR PRide awards for best Transport or Automotive Campaign, as Vision Express sets its sights on political change around sight standards for drivers.

The PRide Midlands award celebrates the success of Vision Express’ ‘Eye Tests Save Lives’ campaign, debuted in 2015 to raise awareness of good eye health to safeguard UK roads, working alongside road safety charity Brake and the Road Haulage Association during Road Safety Week.

The initiative was influenced by research, which points to a potential safety crisis for Britain’s five million-plus population who drive for work, revealing that driving over 25,000 miles a year is reportedly the third most dangerous job in the UK, behind deep sea diving and coal mining.

Aiming to raise awareness amongst MPs, Vision Express lobbied Government to consider vision problems a major contributor to traffic accidents – securing a breakthrough commitment in November 2017, with Government announcing plans to work with the DVLA to include an eye test reminder when motorists renew their driving license.

Vision Express CEO Jonathan Lawson said: “Five million drivers (14%) acknowledge driving with less than perfect vision and road crashes caused by poor driver vision are estimated to cause 2,900 casualties and cost £33 million in the UK per year. With these statistics in mind, we wanted to launch a campaign targeted at motorists, including those who drive professionally, to encourage them to take their eye health seriously. We have been overwhelmed by the positive impact of the campaign.”

‘Eye Tests Save Lives’ has recently been shortlisted for its first public affairs award for Best In-House Consultancy Collaboration at the PRCA Public Affairs Awards 2018.

This adds to an award-winning year for the optician and comes as Vision Express prepares for Road Safety Week 2018 (19th -23rd November). The national awareness week will see Vision Express’ state-of-the-art Vision Van embark on a nation-wide tour, targeting poor eye health hotspots – offering free eye tests to the public.

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Contact information

Claire Stuart

Senior PR Manager


0115 988 2138

About Vision Express

Vision Express is one of the largest optical retailers in the UK and part of GrandVision, the global leader in optical retail operating in more than 40 countries, spanning over 6,500 stores and online.

With almost 600 stores nationwide, Vision Express first opened its doors in Newcastle in 1988. Built on a passion for the profession, it has gone from strength to strength, driven by a commitment to unparalleled customer service and providing the best individual optical care, the right product and great value. Customers can select from a vast range of genuine designer brands and the latest technology lenses, through to complete glasses from £39.

With around 6,000 employees, Vision Express makes a significant difference to the communities it operates within, and the organisations it chooses to support. As part of its commitment to Vision. Taken Seriously, and as a responsible and caring retailer, Vision Express is proud to partner with a range of healthcare charities, which have touched the lives of customers and teams. These companies provide vital support to people affected by vision-related conditions. They are part of the Vision Express Charity Project and include:

  • Childhood Eye Cancer Trust (CHECT)
  • International Glaucoma Association
  • Macular Society
  • Stroke Association
  • Temple Street University Hospital
  • Brake