In its ongoing efforts to increase awareness and engage parents of children with myopia, COOPERVISION as launched its fourth consecutive consumer myopia control advocacy initiative for 2024, “MiSight Today. Anything Tomorrow.” This year’s campaign focuses on equipping parents with the information they need to correct their child’s myopia and help slow its progression. The campaign emphasizes how MiSight 1 day soft contact lenses can help protect a child’s vision to support their future aspirations, as well as highlighting the critical importance of scheduling comprehensive eye exams for children before the school year begins. “This marks our fourth consecutive year of investing in a consumer-facing campaign to raise awareness about myopia,” says Michele Andrews, OD, vice president, marketing and professional affairs, Americas, CooperVision. “This year’s campaign emphasizes that while children’s interests may change as they grow, their vision may not have to.”

According to CooperVision, the initiative aims to raise awareness, educate and inspire action through new engaging digital, audio and video assets. This effort is supported by significant strategic investments and content partnerships in select markets nationwide. The campaign will be featured on audio and video streaming platforms and will have a strong presence across CooperVision’s digital ecosystem including YouTube, Facebook, Instagram and misight.com.

With MiSight 1 day receiving FDA approval as the first soft contact lens designed to slow the progression of myopia in children ages 8 to 12 years at the initiation of treatment, CooperVision has consistently invested in efforts to drive myopia awareness and simplify conversations with parents and eyecare providers nationwide. These efforts have widely resonated with these two groups, generating over one billion impressions and more than 71 million actions over the past four years, the company says.

“We’re empowering caregivers to proactively manage their child’s eye health through resources available on misight.com,” says Dr. Andrews. “Visitors can match with ECPs offering MiSight 1 day, schedule comprehensive eye exams, explore rebate offers and find answers to common questions about myopia. Our primary goal is to increase patient visits to practices, particularly before the new school year, to positively impact more lives.”

CooperVision encourages ECPs to explore the Myopia Management Resource Page on its website for additional resources.

–Christine Yeh