Eyes on the Road

In the Czech Republic, 7 out of 10 drivers cannot see clearly and are not aware of it. By neglecting regular eyesight check-ups, they endanger themselves and others on the road. To raise awareness about this important topic, we created a strong visual metaphor in the form of a road, resembling a human eye, with a multi-car accident. The accident involves 7 out of the 10 cars shown in the visual, representing the alarming statistic.