Specsavers Broughton and Welsh choir partner to promote urgent eye health services

Specsavers in Broughton has joined forces with Côr Meibion Bro Glyndŵr, a male voice choir based in Denbighshire, to launch a campaign encouraging residents to prioritise opticians for urgent eye health concerns rather than GP or A&E services.

The initiative, announced today, follows a YouGov survey indicating that 73% of adults in North Wales wouldn’t turn to an optician first when facing an eye issue, contributing to mounting pressures on NHS services across Wales.

The YouGov survey, commissioned by Specsavers, revealed that over half (55%) of respondents from North Wales would initially contact other NHS services, such as GPs, pharmacies, or NHS 111, for eye-related concerns.

This despite the high demand on primary care services and the fact that opticians, often more accessible, can provide immediate support for eye health.

“By offering immediate eye health services, we can help reduce the burden on the NHS in Wales, especially as demand for these services starts to build as we approach the winter flu season,” said Michael Bradbury, Specsavers’ lead clinical performance consultant for Wales.

“Specsavers is here to provide fast and effective care, ensuring people receive the help they need, when they need it, and before their condition worsens.”

The survey highlighted specific misconceptions about opticians’ capabilities, with only 16% of respondents likely to visit an optician for sudden red or sore eyes and a mere 8% for swollen eyelids.

Additionally, more than a third (37%) were unaware they could turn to an optician for such issues, while 19% believed they would need to pay for urgent treatment.

The campaign by Specsavers aims to dispel these misconceptions, as many urgent eye services are fully funded by NHS Wales under the Welsh General Ophthalmic Services (WGOS).

Residents experiencing sudden eye symptoms, such as blurry or cloudy vision, flashes of light, or inflammation, can phone their local Specsavers for immediate assistance.

In support of the campaign, Côr Meibion Bro Glyndŵr has recorded a specially written song to promote awareness. Phrases from the performance, such as “Is it itchy? Is it dry? Someone poked you in the eye?”, are designed to communicate the importance of acting swiftly in cases of eye discomfort. The choir’s message will be shared across social media and supported by an advertising campaign throughout Wales.

“Many of our choir members rely heavily on their sight, both in music and in life, so ensuring good eye health is crucial for all of us,” said Ann Atkinson Sharp, musical director of Côr Meibion Bro Glyndŵr.

“We hope this collaboration will encourage people to prioritise their eye health and seek help early – before small issues turn into bigger problems.”

The strain on NHS services in Wales is significant, with recent Welsh Government data showing that over 27,000 patients in the Betsi Cadwaladr University Health Board area alone are waiting more than a year for an initial outpatient appointment.

Specsavers is positioning itself as a resource for urgent eye care, offering quicker access for those experiencing acute eye issues.

Mr Bradbury noted that the campaign’s purpose is to build awareness around opticians’ roles beyond routine checks, stating, “Our optometrists are here to help and provide an urgent appointment if you need it.

When people understand the role of opticians in providing urgent care, they recognise the expertise and convenience offered by their local Specsavers, who are located right in the heart of the community.”

Residents can visit the Specsavers website, where information on the urgent eye services funded by NHS Wales is available.