The Context
Specsavers started as a family-run business and has operated for over 30 years, working together with their store partners to provide the best value optometry, audiology and other healthcare services for their customers.
Strand Arts Centre is an art deco hub and cinema, dedicated to screening new releases and classic movies, hosting workshops, heritage tours and live shows.
Specsavers was looking for a project that would demonstrate its commitment to the community within which it operates, particularly older audiences. Collaborating with Strand Arts Centre was the perfect solution to connect with mature adults in the Belfast area.
The Solution
Specsavers Connswater has supported Strand Arts Centre’s weekly Silver Screenings for older audiences since June 2017. For the Strand, it meant the projectors could roll again on a hugely impactful community engagement project that had stalled in 2016, due to insufficient funds to make it viable on a weekly basis.
Specsavers Connswater has continued its sponsorship of Silver Screenings for a third year, funded in part by Arts & Business NI’s Investment Programme, with a view to continuing to grow audiences for the screenings as well as building demand for their own services within their target demographic. To demonstrate its commitment to East Belfast, within which it operates, Year 3 saw Specsavers Connswater take the Silver Screenings out of the Strand Arts Centre and into local nursing homes and community groups. Some homes had reported that whilst their residents would love the chance to watch a classic movie, they are either physically unable to travel to the Strand, or accessibility problems in the old building make visiting a problem for those with mobility issues.
Screenings of classic movies were shown at 6 locations within the East Belfast catchment area, utilising a mobile cinema screen and technical support personnel. Strand Arts Centre worked with each of the 6 venues to tailor the screening to their needs – choosing appropriate films, securing any speakers for before/after the screening, and compiling printed talking points about the film. This included topics such as who is in it, why the film was important in its day, and the social context of what else was happening at the time (movies, music, politics etc).
Specsavers Connswater staff attended each of the screenings to assist with set-up, conduct free audiology tests and to interact with the audience, if requested, about Specsavers products and services. This employee engagement helped to ensure that staff within the Connswater branch also felt ownership of the Silver Screenings sponsorship.
“Many of our tenants would frequent the cinema in their youth and this is a lovely opportunity to relive this experience. Offering transport and tea and coffee is so welcoming we look forward to seeing this continue especially as for many it’s a rare opportunity to go out. Even the drive up has become an experience as it has brought up memories of East Belfast for some of our tenants.”
“Not only do the residents benefit from the movies they also experience social engagement, have their spirits lifted from being out and about they also experience The Arts on a whole new level, as they are learning about the history of the movies, what music was out at the time and what special events had taken place. To my residents and indeed to many more who attend the Strand, it has brought a new lease of life to them.”
“The residents of Towell House thoroughly enjoyed their first visit to the Silver Screenings show of Calamity Jane. A few were able to reminisce about their first time watching it years ago and it triggered fond memories for them. It also provided a refreshing afternoon out of the home for the residents and the feedback was all very positive.”
“The dementia-friendly screenings have been so enjoyable for my father who is badly impacted by the condition. It is the only time that he seems to concentrate and he has loved meeting the other people attending.””
This project helps to address both a social issue within East Belfast and also provides a business development opportunity for Specsavers. 22 local groups who visit the Strand regularly have made a combined total of 323 visits in the last three years, helping Specsavers Connswater to position itself as a caring business within the East Belfast population and build brand awareness. It also enables Specsavers to reach potential new customers through its discount vouchers and audiologist visits. Employee engagement is another benefit, nurturing a sense of pride amongst Specsavers employees in their contribution to the local community.
Silver Screenings has been the perfect initiative to engage with this audience. The project has had tremendous impact on the physical and mental well-being of older people from East Belfast and other parts of the city who travel to the Strand for the film screenings. It provides a hugely positive and beneficial social experience, prompting people to reminisce and share stories, and improving their mobility by giving them a reason to leave the house or care home on a regular basis. Many people attending the screenings have made new friends over the years and look forward to meeting up at the Strand each week.
Silver Screenings have also provided an opportunity for intergenerational sharing, often with two or sometimes three generations all coming along to see a film together. Strand Arts Centre staff also love meeting and chatting with the audience and are on first name terms with many of them – and guide dog Ali who is a regular visitor too!”
Mimi Turtle, Strand Arts Centre CEO
“Silver Screenings is one of our favourite projects that we support within the community. As we are just down the road from the Strand Arts Centre, Specsavers Connswater is delighted to be involved with this project that really benefits East Belfast’s older population. We have a commitment to improving the lives of the community in which we operate, and are very pleased that our support has made these screenings possible at the Strand. And we’ve been able to actively engage with audiences about services that are of benefit them, including free hearing tests conducted by our audiologist prior to some screenings.”
Lynsey Caldwell, Director of Specsavers Connswater
