Auntie Army

Client: Specsavers

Glaucoma is the leading cause of avoidable sight loss, with African-Caribbean communities at up to four times higher risk. Late diagnosis is a key issue and Specsavers set out to change that - not by speaking at communities, but by empowering the voices already trusted within them. Enter the Auntie Army, led by the incomparable Brenda Edwards. We rallied the real MVPs of health advice: the aunties. The matriarchs who correct you at Sunday dinner and drop wisdom (and warnings) into every family WhatsApp group. Our strategy was simple: replace clinical authority with cultural authority. Instead of another medical PSA, we sparked a community led movement where aunties championed early eye testing as an act of love, protection and care.