May 24, 2022
The campaign encourages parents to take their children’s myopia seriously.
BOULDER, Colo. — Treehouse Eyes and Johnson & Johnson Vision have partnered on a direct-to-parent marketing campaign to help spread awareness of myopia across the country. The campaign launched in April and includes paid social, influencer partnerships, and media partnerships. The goal of the campaign is two-fold: targeting parents to drive awareness about myopia and a call to action to ask their eye care practitioners about myopia treatment options.
By partnering with Johnson & Johnson Vision, Treehouse Eyes is reaching parents of school-aged children and bringing awareness to the risks of myopia through an omni-channel campaign. This campaign emphasizes educating parents with a simple message focused on one thing: don’t ignore myopia. The campaign encourages parents to learn the facts about myopia and make a plan as new treatments are now available.
“We are excited to increase our investment in educating parents and get them to take action for their myopic child,” said Matt Oerding, CEO of Treehouse Eyes. “This campaign will deliver millions of impressions to parents of school-aged children in Chicago, Dallas, Washington, D.C., and the San Francisco Bay Area. As we see campaign results, we are looking to expand our efforts into other cities over the summer and back-to-school periods.”
“This campaign has been designed to do more than just raise awareness of myopia — it shows parents that myopia is something that needs to be taken seriously now,” said Rahul Patani, Senior Advisor at Treehouse Eyes. “Parents know to pay attention to warning labels when it comes to products their children use. This campaign puts warning labels over the eyes of children, making sure they understand their child’s myopia isn’t an inconvenience. It’s a serious health condition that can impact their child’s vision and eye health their entire life. This campaign targets parents whose children are most at risk for myopia.”
“We are excited to partner with Treehouse Eyes on this campaign to raise awareness of myopia as a disease,” said Lisa McAlister, Global Myopia Lead at Johnson & Johnson Vision. “Myopia is more than just nearsightedness. It is a chronic, progressive disease1-3 that can lead to sight-threatening complications later on in life, and through this collaboration, we hope to bring more awareness and more education to parents so they can take action and schedule a comprehensive eye exam.”
References
1 Flitcroft DI. The complex interactions of retinal, optical and environmental factors in myopia aetiology. Prog Retin Eye Res. 2012;31(6):622-660
2 Donovan L, Sankaridurg P, Ho A et al. Myopia progression rates in urban children wearing single-vision spectacles. OVS 2012;89(1):27-32
3 Pärssinen O, Kauppinen M. Risk factors for high myopia: a 22-year follow-up study from childhood to adulthood. Acta Ophthalmologica. 2019;97(5):510-518
