OPSM is looking to raise awareness of children's eye health through a new marketing campaigned headed by powder blue Penny the Pirate.

From the media release:

"To raise awareness of children’s eye health and improve the vision of children across Australia, optical retailer OPSM has released Penny the Pirate, the world’s first free children’s book and app, which is hits all OPSM stores in Australia and New Zealand.

"The 360-degree Penny the Pirate campaign kicked off with cinema activity across the country during school holidays sessions and a 15- and 30-second TVC that will runs on free-to-air TV from 1 July. Other elements include elevated visual merchandising displays in all 400 stores across Australia and New Zealand and experiential centre court activations in selected Westfield shopping centres."

Take a look and the new Penny the Pirate installs currently in OPSM stores in Sydney: