We reached the target audience of intense computer users exactly in their natural habitat: online entertainment blogs, websites and communities.

In Belgium, no specific legislation is applicable to noncommercial communication.

It needs to comply with the same rules as commercial communication, unless it is specifically stated for a product.

There is although a jury for ethical practices (JEP) that also keeps a watch on the non-commercial advertisements.

The JEP has an authoritarian

8 hours. That's how long people stare at a screen each day. And that's bad for your eyes. Ideally, you should give your eyes a break. Every 20 minutes, you should look away from your screen for about 20 seconds.

But let's be honest... nobody has the discipline to do that.

That's why the Belgian Association of Optometrists made Eyescare. A free computer app that shows you every 20 minutes such a nasty fullscreen picture that you HAVE to look away from your screen. A simple yet effective application that made people aware of this relatively new health issue.

Starting on World Sight Day, October 8th, an online video lead people to the campaign website, where they could download Eyescare. We provided Windows (7/8/10) and Mac (OS X Yosemite/El Capitan) versions of the app so everybody has access to this free service.

Once installed, Eyescare shows you a nasty fullscreen picture about every 20 minutes and stays on your screen for 20 seconds. Unless you uninstall or shut off the app, there's no escaping. No options, no pause button. An extended database of fullscreen pictures made sure people could use Eyescare for extended periods of time without seeing the same picture twice.

Eyescare did not only speak to people in Belgium, but quickly educated computer users from around the world about the screen-staring health issue.

• Seen and looked away in 54 countries.

• 21% of website visitors downloaded the app.

• Reach of 1.8 million people in Belgium only.

• €418,500 earned media

Starting on World Sight Day, October 8th, an online video lead people to the campaign website, where they could download Eyescare. We provided Windows (7/8/10) and Mac (OS X Yosemite/El Capitan) versions of the app so everybody has access to this free service.

Once installed, Eyescare shows you a nasty fullscreen picture about every 20 minutes and stays on your screen for 20 seconds. Unless you uninstall or shut off the app, there's no escaping. No options, no pause button. An extended database of fullscreen pictures made sure people could use Eyescare for extended periods of time without seeing the same picture twice.

8 hours. That's how long people stare at a screen each day. And that's bad for your eyes. Ideally, you should give your eyes a break. Every 20 minutes, you should look away from your screen for about 20 seconds.

But let's be honest... nobody has the discipline to do that.

The Belgian Association of Optometrists wanted to educate computer users in Belgium and worldwide about this relatively new health issue whilst giving them a tool to keep their eyes healthy.