HOYA Vision Care Australia and New Zealand has announced the launch of its new multi-media myopia consumer advertising and education campaign ‘Myopia Care for Kids’.
The campaign includes digital display and paid social advertising across Australia and New Zealand. An out-of-home media pilot is also being run in NSW, Victoria and the North Island of New Zealand, including bus shelter and shopping centre ads.
The goal of the campaign is threefold:
- To raise awareness about the growing rise of myopia in children, which commonly begins in children ages 6-141 ;
- Provide detailed information about the innovative MiYOSMART spectacle lens developed specifically for kids to slow down myopia progression in children aged 8-132 and;
- Drive consumers into the doors of MiYOSMART accredited practices.
“Our new consumer campaign ‘Myopia Care for Kids’ takes a proactive approach, encouraging parents to have conversations with their eyecare professional and learn more about their child’s myopia,” said Ms Krista Hoey, marketing manager for HOYA Australia and New Zealand.
“These conversations about myopia progression and management are important because we know myopia is best treated early to avoid long-term vision issues.3
“The integrated campaign focuses on raising awareness and encouraging an action-oriented approach to slow down the progression of myopia. By acting today, we give children more opportunities tomorrow.”
According to HOYA, myopia or short-sightedness is considered a growing global health epidemic with industry experts predicting nearly 50% of the world’s population to be impacted by 2050.4
HOYA Vision Care launched the MiYOSMART spectacle lens with patented protected Defocus Incorporated Multiple Segments (D.I.M.S.) Technology in 2018 to manage myopia in children in a safe, effective, non-invasive way.
More than two million MiYOSMART spectacle lenses have been purchased by parents across the world5.
A video as part of the HOYA advertising consumer campaign can be found here. And more information about the MiYOSMART lens can be found here.
For further information, eyecare professionals can contact their HOYA Account Manager or email hapl_marketing@hoya.com
References
1 Sylvia H. Yoo. Myopia (Nearsightedness) in Children. https://www.healthychildren.org/English/healthissues/conditions/eyes/Pages/Myopia-Nearsightedness.aspx (access date 19.07.2022)
2 Lam CSY, Tang WC, Tse DY, Lee RPK, Chun RKM, Hasegawa K, Qi H, Hatanaka T, To CH. Defocus Incorporated Multiple Segments (DIMS) spectacle lenses slow myopia progression: a 2-year randomized clinical trial. British Journal of Ophthalmology. Published Online First: 29 May 2019. doi: 10.1136/bjophthalmol-2018-313739
3 Holden B.A., et al., Global Prevalence of Myopia and High Myopia and Temporal Trends from 2000 through 2050. American Academy of Ophthalmology. 05/2016, vol.123, no. 5, p.1036–1042. https://doi.org/10.1016/j.ophtha.2016.01.006
4 Bullimore MA, Brennan NA. Myopia Control: Why Each Diopter Matters. Optom Vis Sci. 2019 Jun;96(6):463-465. doi: 10.1097/OPX.0000000000001367. PMID: 31116165.
5 Based on number of lenses sold per Hoya sales data on file as of June 2022.
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