Boots Opticians is running a TV ad campaign filmed at Chester Zoo aimed at persuading parents to get their children’s eyes checked free of charge.
The commercial, which opens with the shocking statistic that 1m children have undiagnosed eyesight problems in the UK, coincides with the launch of Boots’ online and hard copy storybook Zookeeper Zoe for checking young eyes.
In the ad, a Boots optometrist helps children visiting the zoo to spy elephants and lemurs through a giant pair of binoculars, with interchangeable lenses, to test their eyesight.
It mirrors some of the scenes from the book, created for children aged four to six, when the fictional young Zoe visits a zoo and becomes a zookeeper’s assistant for the day.
The book has been developed in partnership with the National Literacy Trust and is endorsed by celebrity dad Peter Andre.
Peter said: “As a parent I know there are a million things to think about, but making sure your child can see properly is so important. My daughter Princess wears glasses and so I know how essential it is to ensure your kids get the proper eye health checks they need.
“That’s why I’m supporting this fun storybook from Boots Opticians with four vision checks built into the story. We hope to remind parents that all children should have a regular eye health check at least every two years from around the age of three.
“Pass it on! Around 80% of what a child learns is through sight, yet there are an estimated one million children in the UK with an undiagnosed vision problem. Together, by sharing this book, we can make a huge difference. Once you have enjoyed Zookeeper Zoe’s adventure with your children, please share it with other families to help every child reach their full potential.”
Boots is reminding families that all children should have regular eye checks (free in the UK up to the age of 16).
Copies of Zookeeper Zoe are available nationwide in Boots UK and Boots Optician stores and is also available to read online at ZookeeperZoe.co.uk