The Canadian National Institute for the Blind (CNIB) is in the midst an education campaign to encourage the public to wear UV-protected sunglasses, even on a cloudy day.
The creative from Toronto agency Elemental serves as a reminder that UV rays are still damaging in cloudy weather and can lead to the development of cataracts, macular degeneration and other serious eye conditions.
The campaign launched last week and includes posters and a dedicated Facebook tab with polls and other important statistics. CNIB has also partnered with The Weather Network for a series of on-air interviews with local optometrists.
