Firm adds a new dimension to learning as young urged to look at careers in 3D

High street opticians and universities, including Bradford, are trying to promote optics as a potential choice of degree and future job for school pupils.

Otley-based design agency Words and Pictures have been asked to create lessons which will appeal to students from the age of 14 upwards.

They have been commissioned by the Careers in Optics Working Group.

The organisation's chairman David Thomson said: "We aim to raise awareness of optics as a career choice in schools and sixth form colleges.

"Optometry and optics is developing rapidly and is an exciting option. We are working to stimulate further interest in the profession and to target specific regions where recruitment challenges exist.

"It was essential to think creatively and to develop an attractive, dynamic campaign."

Words and Pictures has helped to develop the content of the workshops in partnership with optometrists and dispensing opticians – who will deliver the material in schools throughout the UK when the project is rolled out nationally. The pilot workshops involved students learning about illusions, light and sight while also exploring different career opportunities."

Leah Newby, head of Education at Words and Pictures said: "The Careers in Optics Working Group acknowledged that in order to capture the imaginations of young people, they needed to develop a workshop which is interactive, imaginative and relevant to young people.

"The link between optical illusions and 3D movies was the ideal springboard to deliver an exciting and memorable workshop to raise the aspirations of students post 16. The profession recognised the importance of taking a bold decision and trying something different."

Words and Pictures worked with Rodillian School, in Leeds, to put together the 3D film.

Bradford University has a School of Optometry and Vision with its own eye clinic. Not only does this train optometrists but it can also be used by the public. It has an ultra-widefield camera which allows practitioners and patients to view parts of the eye that would otherwise not be seen meaning many conditions can be diagnosed at an earlier stage.