Stop working so hard

OAO says digital screens are giving your eyes a destructive workout in its latest creative (which we're convinced is a nod to Inside Out).
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Meet Rod and Iris. The characters in the Ontario Association of Optometrists (OAO) new online spots are (if you remember any of your middle school biology classes) actually structures in the eye, and your late-night Instagram scrolling and social media creeping is keeping them up. You could be the sole reason for their eventual separation, so would you stop it already?

The spots, created by Edelman, respond to recent research results that state Canadians are spending more time in front of screens, more than five hours for 65% of Canadians. Millennials in particular seem to be device-dependent, spending up to 16 hours a day in front of screens (when we think to our habits, we would have to reluctantly agree).

No big surprises there. But what is surprising is how much damage screen strain is doing, which is what the OAO is hoping to clear up for some people with animated spots that demonstrate exactly what goes on behind your eyes when you’re behind a screen.

The spots show the symptoms of digital eye strain, from blurred vision to eye fatigue to headaches, using humourous creative that’s sort of a nod to the hugely popular (among adults as much as kids) animated movie Inside Out. The creative also follows the organisation’s previous animated campaign that gives Canadians a 20-second excuse to day dream (like we ever needed a reason before).