- Designer: Specsavers and Big Issue
- Category: Print Design — Magazine
- Location: United Kingdom
- Project Brief: Create an oversized magazine edition that uses scale and imagery to bring barriers to essential eye care into sharper focus.
A magazine cover fights for attention at arm's length on a busy street. Specsavers and Big Issue made that literal with The BIGGER Issue, printing 3,000 copies at twice the usual size so the whole object argues its point before anyone reads a word.
The cover turns the message into an image. Vendor Mihaela appears both blurred and in focus across the oversized spread, so a passerby feels uncorrected sight rather than just being told about it.
The scale is doing real work for a subject people overlook. Blowing the format up forces attention onto a stat most would skip, that 44% of people experiencing homelessness have not had an eye test in at least five years, or ever.
The interior keeps the campaign readable, not just loud. Green Specsavers callouts, big pull stats, and vendor portraits break the long story into pieces, tying the giant format back to the free eye care scheme that has now reached more than 7,000 people.
