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RNIB has launched a hard-hitting advertising campaign to raise awareness of the vital importance of regular eye tests to prevent sight loss. The campaign supports the RNIB "Open Your Eyes" report, and aims to bring an end to preventable sight loss in the UK by 2020. The print work, developed by St. Luke's, features a stark image of a woman's face, her eye is clouded with cataracts and a single tear gently smudges her eye make-up. The strapline reads: "You'll never regret an eye test."