CooperVision Launches New Myopia Education Campaign for U.S. Parents
"Take Control: Myopia & You" aims to increase parental awareness of myopia progression and treatment options
SAN RAMON, Calif., Oct. 12, 2021 /PRNewswire/ -- CooperVision, a global leader in myopia management, today announced a new U.S. education initiative called "Take Control: Myopia & You" to increase awareness of the disease and encourage parents to schedule eye exams for their young children. Childhood myopia has been increasing in prevalence and severity in recent decades,1 a trend which may have been exacerbated by increased time spent on screens and other "near work" indoors during the ongoing COVID-19 pandemic.2
CooperVision's new U.S. parent education initiative will increase awareness of myopia progression and MiSight® 1 day.
CooperVision's nationwide education campaign will build upon the 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.†3
Clinical evidence underscores the efficacy of MiSight® 1 day contact lenses. Data shows that children using the lenses experienced a 59% reduced rate of myopia progression and a 52% reduced rate of axial elongation over three years, on average†3. Also, children wearing MiSight® 1 day contact lenses progressed less than -1.00D over six years, on average.‡4
"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," said Jerry Warner, Executive Vice President, Americas and Global Commercial Functions for CooperVision. "Now we're 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."
Nine-year-old Alan Kim will serve as a primary spokesperson. The child actor 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 myopia and will share his MiSight® 1 day experience, demonstrating how he can wear contact lenses successfully at his age and enjoy the benefits of increased confidence and freedom in everyday activities.
Actress and singer, Madison Reyes, 17, will also support the campaign by sharing her experience with myopia and the lifestyle benefits of contact lens wear.5 Reyes is most known for her role in the Netflix musical 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.
The campaign spokespeople, together with the clinical evidence of MiSight® 1 day's efficacy, address top considerations parents have expressed in CooperVision research.6 Focus group participants have identified knowing the facts and confirmation that their age-appropriate children can handle contact lenses as key to their decision when an eye care professional prescribes the Brilliant Futures™ Myopia Management Program.
In addition to celebrity spokespeople, the omnichannel "Take Control: Myopia & You" campaign will feature notable eye care professionals. Content will live across owned channels and established parenting platforms, creating an information hub where parents can seek more information and get their questions answered.
To learn more, visit https://coopervision.com/practitioner/myopia-management.
*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.
†Compared to a single vision 1 day lens over a 3-year period.
‡Fitted at 8-12 years of age at initiation of treatment.
1 Holden et al, - Global Prevalence of myopia and high myopia and temporal trends from 2000 through 2050. Ophthalmology 2016. 123(5):1036 -1042
2 Wang J, Li Y, Musch DC, Wei N, Qi X, Ding G, Li X, Li J, Song L, Zhang Y, Ning Y, Zeng X, Hua N, Li S, Qian X. Progression of Myopia in School-Aged Children After COVID-19 Home Confinement. JAMA Ophthalmol. 2021 Jan 14:e206239. doi: 10.1001/jamaophthalmol.2020.6239. Epub ahead of print. PMID: 33443542; PMCID: PMC7809617.
3 Chamberlain P, et al. A 3-year randomized clinical trial of MiSight® lenses for myopia control. Optom Vis Sci. 2019; 96(8):556 -67.
4 Chamberlain P, Arumugam B, Jones D et al. Myopia Progression in Children wearing Dual-Focus Contact Lenses: 6-year findings. Optom Vis Sci 2020;97(E-abstract): 200038.
5 Rah MJ, et al. Vision specific quality of life of pediatric contact lens wearers. Optom Vis Sci2010;87(8):560-6 .
6 CVI data on file 2021. Brilliant Futures™ Myopia Management Program Parent Experience Research Report. Decision Analyst, June 2021 .
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