OPSM has created a children’s character launched with a school holidays campaign to raise awareness of children’s eye health and improve the vision of children across Australia.

The optical retailer has created Penny the Pirate, along with a free children’s book and app, available in OPSM stores in Australia and New Zealand.

The 360 degree Penny the Pirate campaign kicks off with cinema activity across the country during school holidays sessions and 15 and 30 second TVCs on free to air TV.

Other elements include elevated visual merchandising displays in OPSM’s 400 stores and experiential centre court activations in selected Westfield shopping centres.

OPSM will also bring Penny the Pirate to life with a custom built 7x7m pirate ship filled with bespoke pirate games and face painting for children.

The experiential activations will occur during the July school holidays at Westfield shopping centres at Penrith in NSW, Carindale in Queensland, Doncaster in Victoria and Belconnen in the ACT.

Penny the Pirate was developed with the Department of Optometry and Vision Sciences at the University of Melbourne. Designed for children aged 3-10 years old, Penny the Pirate combines storytelling and eye care in a fun and interactive way.

OPSM partnered with author and illustrator Kevin Waldron to create a story that integrates the eye screenings.

The Penny the Pirate app can be downloaded for free at the Apple app store and Google Play, with registered users delivered a kit including an eye patch, spyglass, and 3D glasses.