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Vision Express launches ‘my first eye test’ video to drive home the importance of eye health in developing years

Press Release   •   Aug 17, 2015 14:52 BST

National optical retailer, Vision Express, has released a short video tracking a four year old’s first eye test, in an attempt to encourage more parents to have their children’s sight checked.

The two minute footage features Jasmine Lewis aged four and a quarter, with her mum Claire. The pair from Derbyshire visit their local Vision Express store and are seen by optometrist Stephen Ruck.

Jasmine undertakes a series of child-friendly tests including the ‘pirate test’ which assesses how both eyes work together using a polar bear prop and a colour vision test. Vision Express hopes the video will show youngsters and their parents that a trip to the optician can be a fun experience, with all its staff expertly trained in handling children.

Key statistics are also featured in the video highlighting that: eye tests in schools are no longer mandatory; under 16s are entitled to a free eye test and a contribution towards glasses on the NHS and; 1 in 5 children in the UK have an undetected eye problem. Plus, vision and learning are closely related – 80% of what children learn is through vision.

Omar Hassan, head of professional services at Vision Express explains: “We understand that less than a quarter ([1]21.4%), of 0-15 year olds in England are having their free NHS sight tests. Many parents still believe their children’s eyes are being tested in school but that is no longer the case, so we’re urging them to book an appointment with their local optician.

“We hope our video shows that a visit to the optician isn’t a scary prospect but we do hope the message gets across too that an eye test is an important health check. In fact, eye tests do much more than highlight sight defects, they can also show up underlying health problems.”

In addition to taking NHS customers, Vision Express has a wide range of children’s optical and sun eyewear including ranges from Peppa Pig, One Direction, Ted Baker and Joules.

Vision Express offers an eye test to best practice guidelines of the College of Optometrists (COO), with each Vision Express optometrist being a qualified eye health professional. To find your nearest Vision Express store visit: http://www.visionexpress.com/opticians/

[1] NHS GOS report 2015

About Vision Express

Vision Express is the third largest optical retailer in the UK and part of GrandVision,the global leader in optical retail operating across 43 countries, spanning over 5,800 stores and online.

With more than 390 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.

Vision Express is considered one of the leading and most trusted opticians in the UK and Ireland, with its European offering supported through sister eye care brands Grand Optical, Solaris and Generale D'Optique.

With around 4,000 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:

Alzheimer’s Research UK

Childhood Eye Cancer Trust (CHECT)

International Glaucoma Association

Macular Society

Stroke Association

Temple Street University Hospital

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