A supermarket giant has launched a campaign to highlight the massive problem of bad eyesight on Britain's roads.
The initiative, entitled Safe Sight, has been unveiled by ASDA in an attempt to cut the huge number of accidents caused by drivers who can't see properly whilst behind the wheel.
The retailer discovered that ten percent of motorists on UK roads are unable to see properly, and that fewer drivers than ever before are actually bothering to get their eyes tested. They claim the result of this is more than 320,000 road accidents and a staggering five million motor insurance claims every year.
Attempting to combat the number of car accidents caused by poor eyesight, and the resultant loss of cheap car insurance that they incur, ASDA have begun their campaign by reducing the price of instore eye tests from £15 to £10.
At present, the average cost of a private eye examination is just under £20, and using the NHS this figure drops to £16.72. However, the supermarket monster hopes that by slashing their prices, more people will get their eyes tested and so make the roads a safer place.
Craig Handy, spokesman for CoverGirl Car Insurance Services, the women's car insurance experts, said, "British roads are dangerous enough as it is, without bad eyesight making the problem worse.
"If you do choose to drive when your eyes aren't up to the job, you could be breaking the terms of your car insurance policy, and so might not be entitled to a payout in the event of an accident."