There's a growing eye health crisis - Australians are not getting regular eye tests. An alarming statistic is that 50% of everyone will have myopia (short-sightedness) by 2050. That's not even considering the declining health of other eye conditions. That’s despite 90% of conditions being preventable with early diagnosis. All they need is a simple eye test.

So we hid an eye test in a billboard that only those with bad eyesight could see. To everyone else, it looked like a typical fashion ad for eyewear. These ran in billboards next to train tracks, allowing for the optimum size and viewing distance we needed to test people's eyesight.