CooperVision to launch public myopia campaign

CooperVision is launching a new public campaign this month to increase awareness of myopia and encourage parents to book an eye examination for their children.

As well as helping parents recognise the signs of myopia, the campaign – which will have digital, print and social media elements – will aim to help parents understand that myopia progression can be slowed.

To support eye care practitioners (ECPs), the manufacturer has brought together optical professionals for a discussion of current myopia management practices and research, as well as the impact of the pandemic and the actions needed to support more ECPs to actively practice myopia management – with the findings from the meeting to be shared in late summer along with campaign resources for practices.

As part of the campaign, CooperVision has shared the results of commissioned research which found that of 1000 parents surveyed, one in four (25%) had never asked their children about their vision as they had never thought about it or had a need to ask, while over a third (36%) of parents did not know or believe that children’s vision should be checked between the ages of four and five.

Over half (54%) of parents didn’t know, or did not believe, there are long-term risks of myopia which can include cataracts, glaucoma or detached retina.

CooperVision has partnered with Dr Sara Kayat, a GP and doctor on ITV’s This Morning, as well as optometrist, Dr Keyur Patel, to emphasise the importance of regular eye examinations and educate parents around myopia, and slowing myopia progression.

The musician, Myleene Klass, will be supporting the campaign, sharing her own experiences of myopia and encouraging parents to book an eye examination for their children.

Krupa Patel, head of professional services at CooperVision UK & Ireland, said, “Our consumer campaign brings the signs of myopia front-of-mind to parents and highlights the importance of regular eye examinations to improve children’s vision and help prevent future eye health issues.”

Patel added that the company will be developing a range of tools for practices, “to facilitate myopia management discussions between ECPs and parents and help guide parents through their children’s eye health journey.”

As part of the awareness campaign, the experiences of children with myopia will be shared through social media influencer pages, while CooperVision has also produced a short film to compare the experiences of children with and without myopia on a sightseeing tour around London.

Print and digital advertisements will showcase CooperVision’s Brilliant Futures with MiSight 1 day contact lenses alongside children’s ambitions, based on insights from research with 1000 children.