CooperVision: New campaign for prevention of pediatric myopia
Adults have the knowledge and the ability to protect their eyes in good time - a head start that should be used to protect children from avoidable damage. This is the message of a new digital campaign that CooperVision has developed for the media platforms of its stationary partners.
The campaign is designed to raise awareness of myopia in children and sensitize parents to this important issue.
A soft toy, a much-loved companion, even if one eye is already missing: using deliberately emotional imagery, the campaign visualizes the fragility and vulnerability of adolescents and appeals to parents' responsibility and care to counteract the development of myopia at an early stage. Early risk assessment through screening and effective myopia management when myopia is diagnosed are crucial for the further development and successful inhibition of myopia.
The fact is: short-sightedness in children and young people is increasing rapidly worldwide, one reason for this is the intensive use of digital media in front of screens and displays that are too close. If short-sightedness is not recognized in time, its progression continues unhindered, and quality of life can be impaired.1 and participation of the affected adolescents and can lead to serious eye diseases.2 as a late consequence.
For CooperVision, it is therefore particularly important to raise awareness of the importance of prevention. Timely myopia management as a modern and effective treatment method not only corrects the refractive error, but also slows down its progression. CooperVision has developed the highly acclaimed MiSight 1 day contact lens specifically for myopia management in children and adolescents, which has been proven to significantly slow down the progression of myopia.4,5 The latest studies now also show that the treatment successes achieved with MiSight 1 day contact lenses last after the end of the measures, and the eye length growth after treatment corresponds to that of the normal-sighted, untreated age group.6
Outstanding results from which affected children and young people benefit greatly. By using the video clips and posts from the "Take care of your eyes!" campaign, stationary partner companies can now proactively draw attention to the consequences of childhood short-sightedness and the latest care options with MiSight 1 day and make specific recommendations for action in conversation.
References:
1 Tideman JW et al. Association of axial length with risk of uncorrectable visual impairment for Europeans with myopia. JAMA Ophthalmol. 2016; 134(12): 1355-1363.
2 Lamoureux EL et al. Myopia and Quality of Life: The Singapore Malay Eye Study (SiMES). Invest. Ophthalmol. Vis. Sci. 2008; 49(13): 4469. 3. Chua SYL et al. The Economic and Societal Impact of Myopia and High Myopia. Springer. 2020; 53-63
3 Chamberlain P et al A 3-year Randomized Clinical Trial of MiSight Lenses for Myopia Control. OVS 2019;96:556-572.
4 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 Mar 1;99(3):204-212.
5 Chamberlain, P, et al. Eye growth and myopia progression following cessation of myopia control therapy with a dual-focus soft contact lens. Optom and Vis Sci. 2025 Mar 25; ():10.1097/OPX.0000000000002244.
Source and further information: coopervision.coopervision.com/pass-on-the-eyes
