CooperVision Launches Major US Myopia Control Advocacy and Education Campaign
CooperVision has unveiled a multifaceted consumer and professional marketing campaign to protect children’s vision and advance myopia control education in the United States to kick off Vision Expo East 2023. The “Make Children’s Sight Your Fight” initiative is rooted in new CooperVision-commissioned US parent and eye care professional (ECP) research, which shows progress in strengthening awareness and action, while also spotlighting opportunities to do more.
“Protecting children’s vision from getting worse as they grow is something that takes a community—parents, eye care professionals, publishers, and so many others. We want everyone to join us in this fight for early detection and intervention,” said Alex Wilkes, President, Americas, CooperVision. “MiSight® 1 day launched in the US 3 years ago and created the fast-growing myopia control category, and CooperVision is once again leading the way to advance children’s eye health across the nation.”
New Coopervision research shows progress in strengthening awareness and action and emphasizes the critical nature of evidence-based early intervention. Industry data show 65% of children aged 8-12 years who have myopia have a prescription between -0.50D and -2.00D. With this information, CooperVision sees an opportunity to impact the lives of children in that age range with early intervention that can prevent the worsening of the disease.
“Make Children’s Sight Your Fight” comprises several avenues to reach the US parent and eye care communities, including media advertising for widespread consumer outreach. The campaign encourages parents to interact with an expanded MiSight® 1 day digital ecosystem, spanning YouTube, Facebook, Instagram, and MiSight.com. ECPs can support the campaign by sharing a “Make Children’s Sight Your Fight” social frame [Instagram or Facebook] with peers and patients on their channels.
Thousands of ECPs in the United States, Washington DC, and Puerto Rico are prescribing MiSight® 1 day to slow the progression of myopia in children aged 8-12 at the initiation of treatment. It is the only myopia control intervention on the US market—a critical distinction from other myopia management options.
Select doctor and staff-oriented calls to action are appearing throughout Vision Expo East halls and hallways, with encouragement to visit https://coopervision.com/practitioner/ecp-viewpoints/myopia-management for a rich collection of training and parent communication resources. In addition, CooperVision is partnering with ECPs to raise visibility of the campaign across office settings nationwide.