October 12, 2021
SAN RAMON, Calif. — In an effort to raise awareness of myopia, the available treatments, and the potential long-term risks, CooperVision announced a new education initiative that will break down myopia for parents in the U.S.
The campaign is called “Take Control: Myopia & You,” and it will emphasize the importance of regular eye exams for children while also building upon the Brilliant Futures Myopia Management Program featuring MiSight 1 day contact lenses.
“Thousands of U.S. eye care professionals have already chosen to act today to change tomorrow, making MiSight 1 day available in all 50 states plus Puerto Rico,” said Jerry Warner, Executive Vice President, Americas and Global Commercial Functions for CooperVision. “Now we’re encouraging additional parents to act by learning more and having these conversations with their eye doctor. They can make a significant difference in their children’s eye health, and we’re there to help along the way.”
CooperVision has slated two professional child stars — Alan Kim and Madison Reyes — to be the spokespeople for the campaign.
Kim is known for his role in Minari (2021), for which he was nominated for a BAFTA Award for Best Actor in a Supporting Role and won a Critics Choice Movie Award for Best Young Performer. Kim has myopia and will share his MiSight 1 day experience, demonstrating how he can wear contact lenses successfully at his age and enjoy the benefits of increased confidence and freedom in everyday activities.
Reyes, 17, is an actress and singer, and she will also support the campaign by sharing her experience with myopia and the lifestyle benefits of contact lens wear.1 Reyes is most known for her role in the Netflix musical series Julie and the Phantoms (2020), for which she received an MTV Movie and TV Award for Best Musical Moment, an Imagen Foundation Award for Best Young Actor, and a nomination for a Daytime Emmy Award.
The campaign spokespeople, together with the clinical evidence of MiSight 1 day’s efficacy, address top considerations parents have expressed in CooperVision research.2 Focus group participants have identified knowing the facts and confirmation that their age-appropriate children can handle contact lenses as key to their decision when an eye care professional prescribes the Brilliant Futures Myopia Management Program.
In addition to celebrity spokespeople, the omnichannel “Take Control: Myopia & You” campaign will feature notable eye care professionals. Content will live across owned channels and established parenting platforms, creating an information hub where parents can seek more information and get their questions answered.
For more information on CooperVision’s new education efforts, click here.
1 Rah MJ, et al. Vision specific quality of life of pediatric contact lens wearers. Optom Vis Sci2010;87(8):560-6.
2 CVI data on file 2021. Brilliant Futures™ Myopia Management Program Parent Experience Research Report. Decision Analyst, June 2021.