2025 Optician Awards – And We Made the Final!

The new year began with colour, connection, and a celebration of community — and now, it’s ending with even more excitement. The judging of the 2025 Optician Awards is complete, with over 250 entries across 18 categories, and we’re proud to share that we’ve made the final for Best Optical Campaign! 

Garry Kousoulou and the loving social media were behind this years entry ” Garry says its is mixing my favourite things Marketing and Optics “

• Strategy: The approach used to reach and influence the public.
• Execution: The successful implementation of the campaign’s plan.
• Objectives: The achievement of goals to change patient perspectives on eye care.
• Targeting: How the campaign effectively reached a specific audience.
• Content: The development of creative, innovative messages and ideas.
• Reach: The breadth of the campaign’s exposure across various media. 

A Vision that Started on Parade Day

It all began with a simple idea: how do you show the diversity of Enfield in a way that everyone can see?

Opticians were featured in the London New Year’s Day Parade 2025, with dispensing optician and social media expert Garry Kousoulou curating the Borough of Enfield’s entry. The parade celebrated unity through diversity — an idea that ran deep through every banner, T-shirt, and eye chart.

As a former board member of the Association of British Dispensing Opticians, Garry led the project with both professional pride and creative flair. “Looking at the multilingual eye chart on the wall, it hit me,” he said. “These charts represent the way we see the world — together, but through different lenses.”

Inclusive Eye Care Takes Centre Stage

Under Garry’s direction, more than 100 participants, including Enfield Mayor Mohammad Islam, braved six hours of wind and rain in central London. Their display showcased how modern optometry bridges communities — a living symbol of how eye care transcends language, culture, and background.

“Regular eye tests are crucial health indicators,” explained Garry. “Our goal was to make that message resonate with everyone, regardless of their background.”

Eye Tests Charts In Different Languages

While the stocks last get your opticians windows really standing out

The price is for a single language; the entire collection is available if you email us at info@lovingsoailmedia.com. 

Opticians Award Finalists 2025

The collective, collaborative feeling evoked by having different eye test charts in the window of an optician’s office creates a sense of community cohesion. This unique approach to decorating the shopfront not only showcases the variety of tests available to assess visual health but also symbolizes the inclusivity and diversity within the community. By presenting an array of eye charts, the optician invites passersby of all ages and backgrounds to engage with eye health in a non-intimidating, accessible manner.

This display acts as a visual reminder of the importance of regular eye check-ups, encouraging community members to prioritize their vision health. Furthermore, it fosters a sense of belonging and shared responsibility towards wellness, highlighting the optician’s role not just as a healthcare provider but as an integral part of the community fabric. Through this creative use of eye test charts, the optician contributes to the communal consciousness, reinforcing the idea that health and well-being are collective pursuits.

Askew Eyewear is an independent optical boutique established in Stoke Newington in 2006 Garry Kousoulou become a director in 2023 and his 

Participants proudly carried multilingual Snellen charts, each representing one of the 88 languages spoken across Enfield. The initiative was supported by Birmingham Optical, Forever and a Day Eyewear, and GoodLooking Optics.

It also reflected an environmental conscience: N0CO2 pledged to offset the parade’s carbon footprint through tree planting in Madagascar, ensuring that sustainability was part of the story too.

The entry earned Enfield a commendation, even as the £20,000 top prize went to Lewisham — proof that vision, passion, and purpose make an impact far beyond awards.

From Parade to Opticians Award Finalists 2025

The momentum didn’t stop there. Just months later, Garry’s commitment to creative storytelling and community-focused marketing led to recognition at a national level: a finalist spot for Best Optical Campaign at the 2025 Optician Awards.

This recognition isn’t just about marketing — it’s about meaning. Every campaign Garry builds combines heart, strategy, and storytelling, bringing the world of optics to life through a human lens.

“I’ve always loved campaigns and marketing,” Garry said. “They’re not just about selling — they’re about connecting. Eye care is one of the most personal services there is. You’re helping people see again, and that deserves to be communicated with clarity and passion.”

A Marketer, a Judge, and a Visionary

Garry’s enthusiasm for marketing doesn’t stop at optics. His work and insights have made him a respected voice in the business community. As a judge for the UK Business Book Awards, he’s passionate about recognising others who tell their stories with authenticity and vision.

That same storytelling mindset drives his approach to eye care marketing — blending creativity with education to make complex ideas accessible and engaging. Whether it’s helping patients understand the importance of regular eye tests or building brands that make people feel seen, Garry’s work is about more than optics; it’s about people.

A Living Window People Love

Perhaps the most beautiful outcome of all this is that Enfield’s parade entry — and every campaign since — has become a living window that people love. A symbol of what can happen when creativity meets community, and when marketing serves a meaningful cause.

As we look ahead to the Optician Awards ceremony, one thing is clear: this isn’t just a celebration of a campaign. It’s a celebration of vision — of seeing possibilities where others see limits, and of uniting people through the power of eye care.

Here’s to clarity, creativity, and community — and to everyone who helps the world see a little better.

Call Loving social media for more information or for more info on the awards follow this link https://opticianawards.co.uk/live/en/page/home-page

Garry Kousoulou FBDO