Oct. 13, 2021 — CooperVision has launched a new U.S. education initiative, “Take Control: Myopia & You,” designed to increase myopia awareness and encourage parents to schedule eye exams with an eyecare professional for their children.
The company references the prevalence of childhood myopia in recent decades, potentially exacerbated by increased time spent on digital screens during the ongoing Covid-19 pandemic.
CooperVision’s nationwide education campaign is a continuation of its Brilliant Futures Myopia Management Program featuring MiSight 1 day contact lenses (which are specifically designed for myopia control and are FDA approved to slow the progression of myopia in children aged 8-12 at the initiation of treatment, shares the company).
Clinical research shared by CooperVision reveals that children using the MiSight 1 day contact lenses experienced a 59% reduced rate of myopia progression and a 52% reduced rate of axial elongation over three years, on average. In addition, the company shares that children wearing MiSight 1 day contact lenses progressed less than -1.00D over six years, on average.
“Thousands of U.S. eye care professionals have already chosen to act today to change tomorrow, making MiSight 1 day available in all 50 states plus Puerto Rico,” says Jerry Warner, executive VP, Americas and global commercial functions for CooperVision. “Now were encouraging additional parents to act by learning more and having these conversations with their eye doctor. They can make a significant difference in their children’s eye health, and we’re there to help along the way.”
CooperVision “Take Control: Myopia & You,” spokespeople Alan Kim (left) and Madison Reyes.
CooperVision has named 9-year-old actor Alan Kim as the primary campaign spokesperson. He is known for his role in “Minari” (2021), for which he was nominated for a BAFTA Award for best actor in a supporting role and won a Critics Choice Movie Award for best young performer. Kim has been diagnosed with myopia and will share his experience with MiSight 1 day contact lenses.
In addition, 17-year-old actress and singer Madison Reyes will share her experience with myopia and the lifestyle benefits of contact lens wear. She is known for her role in the Netflix series “Julie and the Phantoms” (2020), for which she received an MTV Movie and TV Award for best musical moment, an Imagen Foundation Award for best young actor, and a nomination for a Daytime Emmy Award.
Eyecare professionals will also be featured in the campaign, with omnichannel content slated for established parenting platforms.
Learn more: coopervision.com/practitioner/myopia-management.