Optical Coherence Tomography — or OCT — might be hard to pronounce, but it is an extremely easy and important procedure for your eyes.
That’s the message Milton’s own Col. Chris Hadfield — the first Canadian to walk in space — is delivering in a new multifaceted ad-campaign from Specsavers, an optometrist-owned and -led business operating in B.C., Alberta, Manitoba and Ontario.
"I know first-hand how important vision is after experiencing temporary blindness while on a spacewalk outside of the International Space Station, and that is why I am a big proponent of early detection – it's how we can safely fly spaceships," said Col. Hadfield.
The procedure consists of a 3D scan of the back of the eye that helps optometrists detect sight-threatening conditions like diabetes, glaucoma and age-related macular degeneration in their earliest stages.
The 30-second ad shows multiple patients ridiculously mispronouncing the name of the procedure and interrupting Hadfield’s attempts to correct them.
“At Specsavers, we believe OCT scans are so important, they’re included with every standard eye-exam,” says a voice-over in the ad before Hadfield, dressed in a spacesuit, chimes in.
“Not everyone can say it, but everyone can have it,” he says before cheekily ending with: “It’s not rocket science.”
A recent survey done by Leger and commissioned by Specsavers found that 42 per cent of Canadians are deterred from getting an eye exam or corrective lenses due to cost; 71 per cent of Canadians believe that vision loss is a normal part of aging; 53 per cent of Canadians either don't know or disagree that most vision loss is preventable; and 77 per cent of Canadians between the ages of 18 – 34 have missed or not booked an eye exam. The study, done in August, surveyed 1,521 Canadians aged 18 and over.
The campaign, with Hadfield’s help, is meant to raise awareness about eye health and the importance of early detection, while encouraging Canadians to visit an optometrist if they are overdue for an eye exam.
“It is no secret to us, especially from our recent survey results, that cost is a barrier preventing Canadians from prioritizing their eye health," says Specsavers’ managing director Bill Moir. "Specsavers' mission is to ensure as many people as possible get access to care and affordable eyewear, and we're on track to care for 1 million Canadians by 2025."
Specsavers boasts over 130 locations across the country that are equipped with OCT technology, “which is included as part of every standard eye exam, at no additional cost to patients,” according to a press release.
Before pandemic levels, the Canadian Council for the Blind reports that around 75 per cent of Canadians accessed health care within the benchmark time. The pandemic affected that, and while numbers are bouncing back, many people continue going without proper eye-care.
“In Canada, there is no reason to go blind from a preventable condition,” says a 2022 report commissioned by the Canadian Council of the Blind and Fighting Blindness Canada. “Unfortunately, the pandemic has led to just that: Canadians going blind or losing vision despite the fact that we have the medicine and resources to treat them.”
As part of the campaign, a three-part video series will be rolled out this fall with Hadfield sharing personal stories from his life in outer space and on Earth, including his own eye health journey and experiences.
Fernando Arce is a Local Journalism Initiative Reporter based at MiltonToday.
