Specsavers has launched a new initiative featuring the Optomonsters, a group of friendly monsters designed to make eye tests less intimidating for children. The initiative is a collaborative effort with children's illustrator Melanie Williamson and a panel of young advisors and influencers.

The Optomonsters campaign addresses common fears and barriers that children face regarding eye tests. By employing creativity and a child-first approach, the campaign aims to alleviate the anxiety associated with eye care for young patients. Research indicates that one in five children in Australia and New Zealand have undetected vision problems, which can significantly impact their learning and daily life.

The campaign is part of Specsavers' broader strategy to make high-quality eye care affordable and accessible for children. It is brought to life by TBWA Melbourne, with creative executions that are "always-on," with increased activity during school holidays. The campaign includes animated out-of-home (OOH) displays and social media content, showcasing the Optomonsters in various scenarios.

In-store, children are provided with an Optomonsters activity booklet and stickers to enhance their eye test experience. The campaign is currently live across OOH and social media platforms, with plans to expand into cinema and influencer partnerships in 2026.

Anri McHugh, Head of Awareness and Consideration at Specsavers, commented on the initiative: "Parents have a lot on their plates, and eye health can easily slip under the radar. That's why we're making it easier - and more fun - for families to engage with this important eye health check. It's not just about being informative; it's about being supportive."