Brazil scenario:  Most Brazilian men don't have their eyes tested regularly, and more than half think their vision is just fine, according to a survey by the University of Sao Paulo, but about 25% of the Brazilian population does have some kind of vision problem.
ESPN wanted to help men find out if they have problems with their eyes. And to persuade them to take the exams, we created a special test for Champions League fanatics: THE ESPN EYE TEST.

An ESPN Eye Test van, equipped with an ophthalmologist and his equipment, drove around offering vision tests for sports fans. Instead of squinting to read boring rows of letters and numbers, guys had to correctly identify photos of soccer players and teams.
The content was also published in interactive out of home ads, and also in a website where men can take the ESPN EYE TEST by webcam.