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May is Healthy Vision Month, a celebration established by the National Eye Institute in 2003. Taking note of the long history of eye care is part of the agenda, but this month is also about encouraging people to stay engaged in keeping their eyes healthy by scheduling their recommended annual exam.
To highlight the importance of regular eye check-ups, retailer Visionworks enlisted ad agency Leo Burnett to create its “Subtitles” campaign. The ad seeks to encourage better eye care habits by recreating a scenario typical for many movie and TV viewers: the act of reading subtitles.
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