Optical illusions on billboards, created by artificial intelligence (AI) artist Prospex Park, are being used across Sydney to draw attention to the need for regular eye examinations.
Challenging the traditional eye chart, the new campaign developed by 1001 Optometry, will test Australians’ eyesight, with optical illusions that can only be seen when out of focus, a key symptom of myopia.
With many Australian adults failing to get regular eye tests, 1001 Optometry hopes this campaign will give members of the public a much-needed insight into whether they need to get an eye examination.
Edward Lee, Retail and Optometry Director at 1001 Optometry, said by taking the campaign to the streets, he hopes to catch “Aussies while they are in transit”.
“These illusions have been meticulously crafted for short-sighted individuals who, while able to bring close-up details into sharp focus, often find that distant images appear out of focus, meaning they will easily spot the hidden messages in the posters.”
Many Australians Fail to Get Eye Tests
The campaign comes as Optometry Australia’s latest Vision Index Report* highlights that 90% of Australian adults over 65 require vision correction, with 64% of adults aged 45-64 requiring the same. While just 14% of Australian children aged 0-14 require glasses or contact lenses, this rises to a quarter (25%) of young adults between 15-24, and nearly half (40%) of 25-44 year olds.
Further data from Optometry Australia indicates that short-sightedness (myopia), will affect 50% of the world’s population and 20 million Australians by 2050, highlighting the importance of regular eye tests.
Despite these figures, many Australians are failing to get regular eye tests, with over a quarter (26%) of Aussies not having had an eye test in the last two years, and 13% having never seen an optometrist. This comes as 97% of Australians reported concerns with their eyesight in Optometry Australia’s latest Vision Index Report, with issues such as dry, irritated, watery and itchy eyes being commonly reported.
Margaret Lam, Head of Optometry and Professional Services at 1001 Optometry, observed that many people are unaware that “uncorrected vision issues can lead to symptoms like blurry vision, headaches, fatigue, and reduced productivity, making timely intervention through an eye test invaluable”.
Pushing Boundaries
The optical illusions have been designed by world-renowned digital artist, Prospex Park, who leveraged several AI tools to create fine art-style images reminiscent of a desert fashion shoot.
“As both an artist and creative director who relies on my vision every day, eye health is something I take seriously – my eyes are as essential to me as a concert pianist’s fingers,” said Prospex Park.
“This project was an exciting challenge, requiring me to push the boundaries of AI and blend different techniques together to create something that looked effortless but was actually highly technical.”
*The 2022 Vision Index was conducted via an online survey by Empirica Research on behalf of Optometry Australia. The survey sampled 1,000 demographically representative Australians from 25 February 2022 to 3 March 2022.
