For the latest Specsavers project, we were tasked to shoot an important rallying campaign for Afro-Caribbean communities to get their eyes tested. PR Agency, Golin, proposed a new creative angle to task aunties to spread the message to their loved ones. So, we reached out to the Specsavers-affiliated group, ACCG, in Manchester to connect with their large female community to be our Aunty Army. This campaign was based on research into Afro-Caribbean eye health and the reality that their community is 3x more likely to get Glaucoma. We reached out to Bristol director Michael Jenkins to cast his thoughts on the project and bring his own experience of eye health in his family to the forefront of the campaign. How did you find working with CLOCKWISE? This was a great first project to collaborate on and was well overdue, as I’ve known them for many years! The professionalism was top class, and I felt heard and valued as the director on this project. Why is awareness of glaucoma important for you to talk about? Having a close family member recently diagnosed with glaucoma, the campaign really brought home the reality of this condition. The women in my family are the ones who continue to advise others to get their eyes tested. And in the campaign, the ‘Aunties” embody that lived experience and credibility. People listen when they speak because it feels personal and is relatable. So, working on a campaign where both the key messages related to me personally made it all the more important. What do you enjoy about working with “non-actors” and real community members in your projects? What I enjoy most is the raw authenticity that non-actors can bring. They bring moments, reactions and emotions that you can’t script. Working with non-actors and community members lets the story breathe in unexpected ways. Their lived experiences shape the narrative, making it richer and more truthful. Some of the women even commented on how I reminded them of their sons! What excites you most about the kinds of stories you’d like to tell next? What excites me most is the chance to uncover hidden layers of the world we think we know and to give voices to perspectives that are often overlooked. I’m drawn to stories that operate on multiple levels; ensuring authenticity is at the heart of productions.