KeepSight, managed by Diabetes Australia in partnership with government and commercial stakeholders, was established to support the 1.5 million Australians living with diabetes. While this group is at significantly higher risk of sight-threatening diabetic retinopathy, only 50% proactively have their eyes checked regularly.

 A behavioural analysis revealed two key barriers: normalcy bias, where people assume all is well despite hidden risks, and the ostrich effect, where uncomfortable information is avoided. The insight? Most people will act if “nudged”, without any need for scare tactics.

The campaign was clear, pragmatic and non-judgemental, directing people to the website where they could register for reminders. By the middle of 2024, it had attracted 450,000 active participants and triggered over 1,000,000 eye check appointments, driving simple yet sight-saving change.