March 31, 2022
SAN RAMON, Calif. — In late 2021, CooperVision announced a new myopia education initiative — the “Take Control: Myopia & You” campaign. Now, the company has the first results from these nationwide efforts.
Three months after the campaign began in Fall 2021, it achieved 330 million impressions and nearly 40 million engagements through consumer media coverage, social media, an online parent information hub, and other online platforms. Among parents exposed to the campaign, approximately one in five reported reaching out to their eye care professional to learn more — a significant indicator of success.
With real-life myopia experiences from actors Alan Kim and Madison Reyes, as well as the stories of MiSight 1 day contact lens wearers across the country, the campaign is raising awareness of progressive myopia as a disease. It encourages parents to schedule eye exams for their young children and highlights MiSight 1 day contact lenses, designed for myopia control and FDA-approved* to slow the progression of myopia in children aged 8-12 at the initiation of treatment.†1
Madison Reyes and Alan Kim, two professional child stars, were the spokespeople for the campaign.
A companion online forum connects parents with eye care experts, surfacing and responding to questions about children’s vision. Among the most common inquiries have been how early a child should begin having comprehensive eye exams and whether children can learn to handle contact lenses.
“To make the best decisions, every parent needs easy access to reliable information. ‘Take Control: Myopia & You’ is providing that knowledge and helping parents determine what to do next,” said Melissa Kiewe, Vice President, Marketing, CooperVision. “As we work to advance myopia management as standard of care, parent empowerment is an essential complementary step and an investment we strongly believe in.”
The company partnered with 11 eye care professionals from across the U.S. on its most recent effort, with each posting about myopia and myopia control across Facebook, Instagram, and LinkedIn, or sharing their expertise in mainstream media interviews. Participants included Joseph Allen, OD, Nathan Bonilla-Warford, OD, Ayesha Butt, OD, Eric Chow, OD, Melanie Frogozo, OD, Rachel Lewis, OD, Takeia Locke, OD, Hawkin Lui, OD, Aarti Patel, OD, Jennifer Tsai, OD, Jen Wademan, OD, and fourth-year optometry student Khanh Ton.
* Indications for Use: MiSight® 1 day (omafilcon A) soft (hydrophilic) contact lenses for daily wear are indicated for the correction of myopic ametropia and for slowing the progression of myopia in children with non-diseased eyes, who at the initiation of treatment are 8-12 years of age and have a refraction of -0.75 to -4.00 diopters(spherical equivalent) with ≤ 0.75 diopters of astigmatism. The lens is to be discarded after each removal.
† Compared to a single vision 1 day lens over a 3-year period
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