Specsavers' Giant 'Big Issue' Highlights Hidden Barriers to Eye and Hearing Care

Specsavers and Big Issue have unveiled The BIGGER Issue, a bold new campaign that uses the power of print to shine a spotlight on the barriers people experiencing homelessness face when trying to access essential eye and hearing care.

Created by Golin Ketchum London in partnership with Big Issue, the campaign sees 3,000 limited-edition copies of the magazine printed at twice their usual size. Designed to make an often overlooked issue impossible to ignore, The BIGGER Issue uses scale as a creative device to bring visibility to the hidden challenges that prevent many people experiencing homelessness from accessing care.

The giant edition also marks a major milestone for Specsavers' Charity VIP scheme, which is now being expanded across every Specsavers store in the UK and Ireland, giving any person experiencing homelessness access to free eye and hearing care with no referral, paperwork or proof of address required.

Printed at double its normal dimensions, the special edition features Big Issue vendor Mihaela shown both blurred and in focus on the cover, visually bringing to life the reality of living with uncorrected sight problems.

The campaign will see local Specsavers stores distribute copies of The BIGGER Issue to homelessness charities across the UK, helping drive awareness of the expanded service among communities that stand to benefit most.

The creative idea is rooted in a stark reality. To bring an issue into focus, sometimes you have to make it bigger.

Research commissioned by Specsavers found that 44% of people experiencing homelessness have either never had an eye test or have not had one in five years or more. One in three people experiencing homelessness are living with a sight condition, yet barriers including proof of address requirements, limited access to phones and email, affordability concerns and complex administration continue to prevent many from accessing care.

Despite two thirds of people experiencing homelessness being eligible for NHS-funded eye care, many still face obstacles, with 16% saying they do not feel comfortable attending appointments and 9% expressing concerns about the cost of glasses.

Originally launched in November 2022 to provide free eye and hearing care to Big Issue vendors, the Charity VIP scheme has already supported more than 7,000 people.
The need for the programme remains significant. Almost three quarters (75%) of people who have accessed the eye health service have required glasses, while one in 10 (10%) have required referral to a hospital or GP, almost three times the high street average of 3.7%.

The programme also provides hearing support, including free hearing checks, hearing protection, wax removal and hearing devices where required.

Access to hearing care presents similar barriers. More than half (57%) of Big Issue vendors do not know where to access audiology support, citing challenges including digital booking systems, lengthy waiting times and lack of GP registration.

Recent research also found that 89% of people experiencing homelessness have experienced pain or discomfort in their ears, while 91% are regularly exposed to loud noise. Meanwhile, 86% reported buzzing in their ears, a potential indicator of hearing loss.

Carina Hummel, managing director optics at Specsavers, said, "At Specsavers our purpose is to change lives through better sight and hearing by making care accessible and affordable for everyone.

"We understand that people affected by homelessness are at higher risk of eye and hearing problems yet encounter major barriers when trying to access care.

"The BIGGER Issue brings attention to a challenge that often goes unseen, while helping raise awareness of our expanded Charity VIP service. We're thrilled to be making the scheme available across the UK and Ireland, providing a free and judgement-free route to eye and hearing care."

​Catherine Parsons, managing director at Big Issue, said, "At Big Issue we have spent the past 35 years working towards ending poverty in the UK and Ireland, and creating more opportunities for people experiencing homelessness.

"Health and wellbeing are a critical part of this; better sight and better hearing shouldn't be a privilege. They're a foundation for someone rebuilding their independence, finding work or reconnecting with the world around them."

Jack Osborne-Richardson, Big Issue vendor from Bristol, said, "Throughout my life, accessing eye care has been a real challenge because I've never stayed in one place long enough to register. As a result, I often wore the wrong prescription, suffered from headaches, and constantly felt unsafe.

"The partnership between Big Issue and Specsavers has been incredibly helpful. The appointment was free and easy to arrange, and the staff made me feel welcome and supported throughout.

"Getting the right glasses has made a huge difference to my life. I'm now able to read more easily, interact confidently with the public while selling Big Issue and, most importantly, I feel safer and less vulnerable."