(PRESS RELEASE)SAN RAMON, CA — After receiving enthusiastic reaction last week from the eye care community at Optometry’s Meeting in Washington, D.C., CooperVision has launched the consumer phase of its “Make Children’s Sight Your Fight” myopia control advocacy initiative. Rooted in new research that identifies how U.S. parents are seeking information about myopia progression, the back-to-school campaign uses a three-pronged approach to generate awareness, educate and inform, and drive action with parents and eye care professionals (ECPs).
Through significant strategic investments and content partnerships, CooperVision is educating and actively engaging consumers through a comprehensive digital ecosystem with enhanced content across YouTube, Facebook,Instagram, and MiSight.com. A compelling and urgent message emphasizes the need for parents to schedule a comprehensive eye exam for children prior to their return to school. In addition, a collaboration established with a leading U.S consumer healthcare website will deliver articles, videos, and slideshows on myopia and eye-health related content to site visitors seeking information about the disease. The company is also working with national and local market journalists to develop broadcast, streamed, digital, and print feature stories to bring attention to the issue.
“We’ve been inspired by the enthusiastic response to the March ECP-focused launch of the ‘Make Children’s Sight Your Fight’ campaign and practitioners’ heightened commitment to early treatment for as many kids as possible,” said Melissa Kiewe, vice president of Marketing, Americas, CooperVision. “During this consumer phase, CooperVision is providing parents and caregivers with the resources they need to understand the disease and help them identify and connect with thousands of MiSight 1 day-certified doctors across the country.”
MiSight 1 day is the first and only soft contact lens approved by the FDA to both correct vision and slow the progression of myopia in children aged 8-12 at the initiation of treatment. It is the only myopia control intervention on the U.S. market—a critical distinction from other myopia management options.
“With myopia expected to affect nearly 50% of North America’s population by 2030, CooperVision strongly advocates for early intervention to slow the progression of this disease. We’re confident that the new messaging and materials we’re providing to parents, and the investment we’re making to widely share them, will help address this epidemic and safeguard the visual health of our children,” said Kiewe.
Both parents and ECPs are encouraged to visit here for informational resources.