Specsavers and TBWA\Melbourne launch ‘Optomonsters’ to make kids’ eye tests less scary

Specsavers is putting children’s eye health in the spotlight with the launch of the Optomonsters – a colourful crew of friendly monsters designed to make eye tests fun, not frightening.

Created in collaboration with children’s illustrator Melanie Williamson and a panel of young advisors and influencers, the Optomonsters have now arrived in Specsavers stores across Australia and New Zealand.

The initiative was born from research that identified common fears and barriers children face when it comes to eye tests. The Optomonsters campaign tackles these challenges head-on with creativity, empathy, and a child-first approach.

With one in five children in ANZ experiencing undetected vision problems that can impact learning and daily life, Specsavers is committed to making high-quality eye care affordable and accessible for everyone, including children.

Brought to life above-the-line by TBWA Melbourne, the creative is always-on spiking in school holiday periods. Creative executions lean into the quirky personalities of the characters and the contextual media placements. Animated OOH shows the Optomonsters posing for a school photo or trying on shoes, contextually placed near kids’ shopping areas and blurring in and out of focus on social. The creative executions are designed to spark curiosity and conversation around children’s eye health.

In store, kids will be greeted with an Optomonsters activity booklet and stickers to help ensure they feel comfortable and supported through every step of their eye test journey – turning what can be a daunting experience into a delightful one.

“Parents have a lot on their plates, and eye health can easily slip under the radar. That’s why we’re making it easier – and more fun – for families to engage with this important eye health check. It’s not just about being informative; it’s about being supportive,” said Anri McHugh, Head of Awareness and Consideration at Specsavers.

The Optomonsters are currently live across OOH and social and will be further amplified with cinema and influencer partnerships in 2026.

For more information on kids’ eye health, visit Specsavers AU or NZ and to find out more about how the Optomonsters were developed visit YouTube.

Creative: Specsavers Creative
Creative: TBWA\ Melbourne
Media Agency: EssenceMediacom a WPP agency

Specsavers:
Jane Hoban, Trading Director ANZ
Shaun Briggs, Director of Marketing Customer Attraction ANZ
Anri McHugh, Head of Marketing – Awareness and Consideration ANZ
Emma Kershaw, Senior Marketing Manager – Awareness and Consideration ANZ
Joanne Dixon, Head of Creative Hub and Marketing Operations ANZ
David Cross, Lead Designer, Creative Hub ANZ