Good eyesight cannot depend on a family’s income
The Veo Scheme was launched with a simple idea: that no child should have their eyesight affected due to financial reasons. The scheme offers a grant of up to 100 euros towards the purchase of spectacles, prescription lenses and contact lenses for children up to the age of 16. The application is made directly at the optician’s. The grant already existed, and the challenge was to ensure it reached all the families who need it.
To get the message across, we’ve gone for a clear, approachable message with a touch of humour: glasses for young people, at last, on the national health service. It’s a phrase that’s instantly understood, conveys a collective achievement and leads straight to action: go to a participating optician and ask for help.
The campaign was rolled out across television, radio, social media and outdoor advertising. We used formats designed to catch people’s attention in their everyday lives, such as hangers on bus handrails, which place the message at eye level for passengers standing up. To also reach families for whom Spanish is not their usual language, we adapted the materials into Chinese, Romanian and Arabic.
At Goodnews, we are responsible for developing the strategy, creative concept, audiovisual production and adaptation of the content for the various distribution channels used in this campaign.
A far cry from the traditional tone of public health campaigns, the campaign developed for PLAN VEO opts for an aesthetic inspired by:

To reinforce this perspective, the film was shot in cinemas mk2 Ice Rink and in the IES Rafael Alberti, Coslada, with more than a dozen children and young people from the agency taking part Cool Kids. An ensemble production, intense and full of energy, which prioritised naturalness and authenticity in order to portray moments that would resonate with an entire generation.
As of September 2026, more than 454,000 children under the age of 16 have benefited from this scheme, and the Government has increased funding to 73 million euros and extended the application deadline to 31 December 2026.