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CooperVision Launches Fourth Consecutive Direct-to-Consumer Campaign to Increase Awareness and Engage Parents of Children with Myopia
CooperVision recently announced the launch of its 2024 consumer myopia control advocacy initiative, “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.†1,2 Additionally, the campaign highlights the critical importance of scheduling comprehensive eye exams for children for the school year.
“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 (ECPs) nationwide.§i 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.|iii,4
“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.
*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 3-year period.
| Figures calculated per annum to demonstrate total impact over product lifetime.
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.
2. Chamberlain P et al. Long-Term Effect of Dual-Focus Contact Lenses on Myopia Progression in Children: A 6-year Multicenter Clinical Trial. Optom Vis Sci 2022 In Press.
3. CVI data on file 2022. MiSight® 1 day 2020-2021 DTC Campaign report.
