Specsavers’ latest campaign enlists Canadian astronaut Col. Chris Hadfield to inform consumers about optical coherence tomography (OCT), a technology that helps optometrists detect sight-threatening health problems.

The eyewear and eyecare provider’s new integrated national marketing campaign, entitled “Mispronounce,” was based on research that 42% of Canadians are overdue for an eye exam. The spot features Hadfield explaining the importance – and correct pronunciation – of optical coherence tomography to Canadians in an optometrist office.

Catherine Walsh, marketing director at Specsavers Canada, tells strategy the campaign reinforces the importance of regular eye exams and focuses on the 45+ demographic, an audience who would likely resonate with Hadfield, she adds. “Col. Chris Hadfield and Specsavers have a lot in common and at the core of this is our passion for eye health, our care for humanity and the love of technology for the betterment of society,” says Walsh.

The campaign includes a 30-second hero TV spot, “Mispronounce 2.0,” as well as the standalone 15-second version. The omnichannel campaign lives across broadcast and connected TV, online video, digital and static out-of-home, broadcast and digital radio, online and social ads, and a campaign landing page on Specsavers.ca. It also features an article in The Globe & Mail in both print and digital, in addition to earned media across local print and digital outlets.

“This campaign is our single biggest media investment in raising awareness of the importance of eye exams and the role of OCT in the last 12 months,” Walsh says.

The campaign was developed by Specsavers’ in-house agency, Specsavers Creative, and its Canadian Marketing team. Media Experts is behind the ad buy and FleishmanHillard Highroad is providing comms support.

Following the September campaign launch, Specsavers is rolling out an exclusive three-part video series featuring Col. Hadfield. In this series, the Canadian hero shares personal stories from his life in outer space and down here on Earth, including his own eye health journey and experiences.

Last summer’s Specsavers campaign work also focused on OCT, and was built around the brand insight that a quarter of Canadians who don’t wear glasses or contact lenses haven’t had an eye exam in at least 10 years and was also a lighthearted take on relatable situations, Walsh says.