August 5, 2024
SAN RAMON, Calif. — CooperVision has launched its latest direct-to-consumer campaign, MiSight Today, Anything Tomorrow. This year’s campaign, which is the company’s fourth, 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.†1,2 Additionally, the campaign highlights 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,” said 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.”
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.
Since MiSight 1 day received FDA approval* as the first soft contact lens designed to slow the progression of myopia in children aged 8-12 at the initiation of treatment, CooperVision has consistently invested in efforts to drive myopia awareness and simplify conversations with parents and eye care providers nationwide.§1 These efforts have widely resonated with these two groups, generating over 1 billion impressions and more than 71 million actions over the past four years.3
“We’re empowering caregivers to proactively manage their child’s eye health through resources available on MiSight.com. 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,” said Dr. Andrews.
ECPs are encouraged to explore CooperVision’s Myopia Management Resource Page for additional resources.
References
*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.
† ActivControl technology in MiSight 1 day contact lenses slows axial length elongation and corrects refractive error for age-appropriate children.
‡ MiSight 1 day shows sustained slowing of eye growth over time on average. While eyes are still growing; children fit ages 8-12 and followed for 6-years. n=40.
§ Compared to a single vision 1 day lens over a three-year period.
| Figures calculated per annum to demonstrate total impact over product lifetime.
