Spectacle Wearer of the Year

Not only does Target effortlessly implement and manage PR strategies for more than 180 Specsavers stores, the team also supports the annual anti-bullying Spectacle Wearer of the Year (SWOTY) campaign.


SWOTY started 23 years ago as a modelling competition and became more popular each year with members of the public. Almost a decade ago, Specsavers decided to put the profits to good use and support national anti-bullying charity, Kidscape.


The competition encourages specs wearers across the nation to take a selfie and share online to be in with a chance of winning £10,000 cash. Regional finalists are selected with Target arranging photocalls, video interviews, prize giving and media relations for each. The Specsavers national PR team then choose a winner for each age category and invite them to a glitzy awards ceremony in London, where the overall Spectacle Wearer of The Year is announced.


Last year, 14,000 entries were received in total and a contestant from Cheltenham was picked as the winner for the 16-24 age category. To find out more about the campaign visit