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![](https://cdn.myportfolio.com/db8878be-7c83-4f1b-b268-18421acd9c4a/1a0d0c8f-ba6d-4d7b-92f9-b47b5216a3f9_rw_3840.jpg?h=13db6b847bebb6a5bc865cf02eec04fd)
![](https://cdn.myportfolio.com/db8878be-7c83-4f1b-b268-18421acd9c4a/795533a5-3216-4fd3-bf27-5c8ae35ab424_rw_3840.jpg?h=94fdc34ba9de20094e7c7e326e383058)
![](https://cdn.myportfolio.com/db8878be-7c83-4f1b-b268-18421acd9c4a/cd801cba-a9d0-4b93-986d-c2e3ef6eac46_rw_3840.jpg?h=0a46d8a77fe0f586d13608d36e562014)
![](https://cdn.myportfolio.com/db8878be-7c83-4f1b-b268-18421acd9c4a/a9f898a3-2911-424c-8e8e-486e5d1ba127_rw_3840.jpg?h=16be0174a119bbc03e3d93424645f176)
![](https://cdn.myportfolio.com/db8878be-7c83-4f1b-b268-18421acd9c4a/fac78aec-68ca-4523-bd41-d909d3883e3c_rw_3840.jpg?h=e0e871aff27d2c304a580e9a7bf8da1f)
![](https://cdn.myportfolio.com/db8878be-7c83-4f1b-b268-18421acd9c4a/bf8d2ca0-5e34-4c67-b4e2-0b0df73bf114_rw_3840.jpg?h=edb10a03f5bfda771087c5d9b9f043e8)
Student concept work
Your eyes change once you turn forty — that’s a fact — but a lack of awareness means that the symptoms are regularly put down to other things. This campaign aims to normalise this natural process, with a cheerful and cheeky tone of voice. A seventies print theme is a nod to those born in that era who, in 2024, are due to experience a change in their near vision.