Specsavers and Big Issue have unveiled The BIGGER Issue, a campaign using the power of print to spotlight the barriers people experiencing homelessness face in accessing 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, using scale to make an often-overlooked issue impossible to ignore. The cover features vendor Mihaela shown both blurred and in focus, bringing to life the reality of living with uncorrected sight problems.
The giant edition marks a milestone for Specsavers’ Charity VIP scheme, now expanding across every Specsavers store in the UK and Ireland, giving anyone experiencing homelessness free eye and hearing care with no referral, paperwork, or proof of address required. Local stores will distribute copies to homelessness charities across the UK to raise awareness of the service.
Research commissioned by Specsavers found 44% of people experiencing homelessness have never had an eye test, or not had one in five years or more, despite one in three living with a sight condition. Barriers include proof of address requirements, limited phone/email access, affordability concerns, and complex admin, even though two-thirds are eligible for NHS-funded eye care. Similar barriers exist for hearing care: 57% of Big Issue vendors don’t know where to access audiology support, while 89% report ear pain or discomfort and 86% report tinnitus symptoms.
Launched in November 2022, the Charity VIP scheme has already supported more than 7,000 people — 75% of whom needed glasses, and 10% requiring hospital or GP referral, nearly three times the high street average of 3.7%.
Carina Hummel, Managing Director, Optics, Specsavers said: “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.”
Catherine Parsons, Managing Director, Big Issue said: “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.”
Big Issue Vendor Jack Osborne-Richardson, from Bristol, said: “The partnership between Big Issue and Specsavers has been incredibly helpful… Getting the right glasses has made a huge difference to my life. I feel safer and less vulnerable.”
