Squinting at your phone or holding books at arm's length? These could be early signs of presbyopia, a common age-related deterioration in near vision affecting 1.8 billion people. Yet awareness remains low. Many don't even notice they're squinting; it's family, friends and colleagues who spot it first. So we created a new 'condition’ – Resting Squint Face (RSF) – and invited people to stage a Squintervention for affected loved ones. Launched with an absurdly funny health PSA and supported by influencers, the campaign generated national headlines, 1M organic views, 5M earned impressions, and thousands of eye test bookings.