Instead of creating a classic DM, we created a 12 minute radio play, called ‘Listen to your eyes’. It tells the story of two eyes who are so badly ignored by their owner, Mr Peters, they decide to escape from his body altogether. Their adventure takes them all around Mr Peters’ body, and ends up with them organising a general strike of all the organs until he agrees to get an eye test.

The radio play reached the target group through all kinds of direct communication.