Rotorua children will be eligible for free eye tests in January as part of Specsavers Kids Go Free initiative.
Children throughout New Zealand will be eligible for the free eye exam at any Specsavers store next month after less than half of parents surveyed by the company had taken their child for an eye exam.
The new initiative, Kids Go Free, is designed to help combat the issue.
Specsavers optometrist Philip Walsh said it was imperative for parents to put a free eye exam on their "back-to-school" checklist considering the impact poor eyesight can have on a child's development.
"Eight really is the magic number when it comes to children's sight. As much of a child's development takes place before the age of eight, it can be much harder to correct any problems after that. Even conditions such as a squint or lazy eye can lead to long-term problems that can require surgery if not diagnosed before that age."