CooperVision Announces Direct-to-Consumer Campaign Featuring Sarah Michelle Gellar
CooperVision announced popular US television actress, producer, and entrepreneur Sarah Michelle Gellar as the spokesperson for its Brilliant Futures Myopia Management Program. Brilliant Futures is built around MiSight 1 day, the first and only soft contact lens FDA-approved to slow the progression of myopia in children ages 8-12 at the initiation of treatment.†1
“CooperVision received FDA-approval of the MiSight 1 day contact lens on Nov. 15, 2019, making the United States our 18th market worldwide. This reinforced CooperVision as a leader in the myopia management category,” Daniel G. McBride, President of CooperVision, said in a company news release. “In this particular moment in time, with so many children learning virtually and spending less time outdoors, the topic of myopia management is more relevant than ever before. As category creators and leaders in the myopia management sector, we believe it is our responsibility and privilege, alongside the optometric community, to educate parents and offer them tools to help their children who may be struggling with myopia. Our decision to make this sizable investment in educating parents is consistent with our view that addressing myopia early is vitally important.”
This new, multichannel direct-to-consumer advertising campaign featuring Gellar will highlight the importance of annual comprehensive eye exams in monitoring the progression of myopia in children. The campaign will include national and regional broadcast segments, content across digital and social media, and influencers who will be sharing their personal experiences with myopia. In addition, CooperVision will be collaborating with the National Association of School Nurses (NASN) to engage in meaningful unbranded conversations about myopia with the organization’s members. While the NASN does not endorse products, school nurses are often the first to observe the signs of myopia in affected children and are therefore important myopia management advocates.
“My husband and I are both nearsighted – and our myopia has continued to worsen over time,” said Ms. Gellar. “We want our kids to have a chance for better vision and lower their risk for future eye health issues. While regular eyeglasses or contacts help children see a whiteboard or tennis ball today, MiSight 1 day lenses offer children the benefits of clear vision while slowing myopia progression during their growing years. That is why I am thrilled to be partnering with CooperVision on this campaign.”
To learn more, visit https://coopervision.com/practitioner/myopia-management
1. Chamberlain P, et al. A 3-year randomized clinical trial of MiSight® lenses for myopia control. Optom Vis Sci. 2019; 96(8): 556-567.